Sony Approves In-Game Ads For PlayStation 3

June 4, 2008 12:47 p.m. EST

Ed Sutherland - AHN Editor

Tokyo, Japan (AHN) - In a boost for the fledgling in-game ad market, Sony and Electronic Arts announced a deal allowing commercials in popular games for the PlayStation 3 game console.

The arrangement, with IGA Worldwide Inc., would place advertising within the action of games such as Madden NFL. The ads would change the longer the online games were played.

The in-game advertising industry could earn almost $1 billion annually by 2011, analysts said.

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