Sony opens up PS3 advertising

Ad outfits to fight over it.

Sony's opening up of its in-game advertising platform will spark a battle among Double Fusion, IGA and AdScape, reports.

According to an Advertising Age article, Sony will offer an open platform on the PlayStation 3, allowing the three key players in the in-game advertising market to strike deals with game publishers.

Sony already has its own PlayStation Network sales force to sell dynamic ads in Sony-produced games such as Pain.

"Making things open only makes things better for marketers or people who want to place ads because they aren't the mercy of a given network," eMarketer senior writer James Belcher told Advertising Age.

"Everyone's playing around with the best model - how to charge, what gamers will and will not put up with."

Sony's open platform on PS3 is a departure from Microsoft's Xbox 360, which requires all dynamic in-game ads to be brokered through Massive - a company that Microsoft acquired in 2006.

Sony signed a deal with Nielsen last summer to measure in-game advertising and hired Darlene Kindler, formerly of AdScape, to oversee its in-game advertising efforts with an emphasis on Home.

Advertising Age values videogame advertising at USD 400 million and expects it to grow during the next five years at a compound annual growth rate of nearly 23 per cent.

Sometimes we include links to online retail stores. If you click on one and make a purchase we may receive a small commission. Read our policy.

Jump to comments (43)

About the author

GamesIndustry International

GamesIndustry International


GamesIndustry International is the world's leading games industry website, incorporating and


Steam Deck can now support games with Easy Anti-Cheat

"This means that the two largest anti-cheat services are now easily supported on Steam Deck."

Dark Souls PC online servers are down following reports of a security issue

The servers have been "temporarily deactivated to allow the team to investigate".

Grid Legends drops new Story Mode video teaser

And the story mode is called "Driven to Glory".

You may also enjoy...

Supporters only

Comments (43)

Comments for this article are now closed. Thanks for taking part!

Hide low-scoring comments

Buy things with globes on them

And other lovely Eurogamer merch in our official store!

Eurogamer Merch
Explore our store