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SONY Computer Entertainment America (SCEA) and SONY
 Computer
Entertainment Europe (SCEE) have announced the introduction of
dynamic in-game advertising on PLAYSTATION3.
Marketers interested in placing advertisements in games for
PLAYSTATION3 or publishers with available in-game space for
advertisements are able to engage through advertisement distribution
partners, with IGA Worldwide selected as PLAYSTATION3’s first
partner. This partnership will serve to bolster the already rapidly
growing worldwide in-game advertising industry (see:
Activision and
Massive Push In-Game Advertising), which is expected to grow 1,150%
to $971.3 million between 2006 and 2011 according to the Yankee
Group.
“The PLAYSTATION3 platform is primed to leverage the high growth
potential of the in-game advertising market,” said Phil Rosenberg,
Senior Vice President, SCEA. “Ads that are organic to the
environment not only benefit developers and advertisers, but also
create a richer experience for gamers.”
“PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game
advertising industry,” said Justin Townsend, CEO, IGA Worldwide.
“Through this partnership with SONY Computer Entertainment, IGA can
provide advertisers with a large and valuable global user base of
16-35 year old consumers with disposable income. With our
standardized awareness-building advertising formats being delivered
directly into people’s living rooms while they play, there are great
opportunities for advertisers looking to engage through an
entertainment medium outside of the traditional TV spot.”
PLAYSTATION3 provides advertisers with a direct avenue to reach the
highly targeted, sought after gaming demographic, and has sold more
than 12.5 million units worldwide. DFC Intelligence forecasts that
sales for the Current-Generation of game systems will pass the 180
million mark by 2011, therefore, reiterating the potential for the
in-game advertising market. |
