Wednesday, June 4, 2008

Sony Taps IGA For In-Game Advertising

Foster City-based Sony Computer Entertainment America and its sister firm, Sony Computer Entertainment Europe, announced today that it will start running dynamic in-game advertising on the PLAYSTATION 3. According to Sony, it will allow advertisers to place ads in PS3 games, and has tapped New York-based IGA Worldwide as a partner. Financial details of the ad deal between the two companies were not disclosed. IGA Worldwide operates its own in-game advertising network, and is backed by Peacock Equity, Easton Capital Group, Intel Capital, Morgenthaler Ventures, KTB Ventures, Translink Capital, Presidio STX, LLC. and ITOCHU Corporation.