February 26, 2008

IGA Battle Looms for Sony PS3

An all out in-game advertising battle is expected this week, after PS3 video game console maker Sony reportedly announced its intention to open its video game platform to third party in-game ad serving networks, sparking a fierce battle for the ad space.

Sony reportedly will offer an open platform, meaning all three in-game-ad-serving companies Double Fusion, IGA and Google-owned AdScape all will be able to sell ads in games that run on PS3. A fourth company, Massive Inc, owned by Microsoft exclusively brokers deals on the Xbox 360. All three companies will need to strike deals with the major game publishers creating PS3 games, such as Electronic Arts, Activision and Ubisoft as soon as possible.

Let the games begin.

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