GameShark | PlayStation 3 | News | Double Fusion to Deliver In-Game Ads to PS3

Sony, both the America and European variations, have announced a partnership with Double Fusion to deliver dynamic in-game advertising on the PlayStation 3. Double Fusion will leverage its expertise, technology and sales force, working with publishers and advertisers to create effective marketing programs for brands targeting PS3’s coveted gamer demographic.

“PS3 is open for the ad business," said Phil Rosenberg, Senior Vice President, SCEA. "We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is positive for the games medium."

PS3 provides advertisers with a direct avenue to reach the highly targeted, sought after gaming demographic, and has sold more than 13M units worldwide. DFC Intelligence forecasts that sales for the current generation of game systems including portable devices will pass the 180 million mark by 2011, reiterating the potential for the in-game advertising market.

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