Sony has finally decided on marketing specialist IGA as the first company to handle in-game adverts for PS3.
This is good news for publishing behemoth EA, as it signs an exclusive two-year deal that puts IGA in charge of promoting products in games like Madden, NBA Live, Burnout and more.
IGA uses proprietary technology that can track exposure time, angle of view, level of interaction and even if you are harbouring any naughty thoughts or secrets, maybe.
In-game advertising is an increasingly popular way of coping with rising development costs, despite the stigma attached to ads.
In order to combat that stigma, EA and IGA promise to keep everything appropriate and in character, so as not to clash with the game environment or interfere with your immersion. We're rather looking forward to the KFC FIFA football stadiums and Gillette rifles.
IGA is chirpy about the future of the PS3, too, and claims we'll see 58 million owners around the world by 2012.
Videogame research "expert" DFC Intelligence believes a combined total of 180 million current generation consoles will have been sold by 2011.