Sony Partners with IGA for In-Game Ads Posted by XanTium | 4-6-2008 23:38 EST

From next-gen.biz: [QUOTE] Sony has announced a partnership with in-game advertising firm IGA Worldwide approving the delivery of dynamic ads to PS3 games. The in-game ad specialist is the first outside agency to receive approval to deliver in-game ads to the platform. As opposed to static advertisements, dynamic ads allow companies to change their advertisements on a regular basis, opening up new revenue sources. Technology even enables advertisers to place new ads in already completed games and back catalog titles. [/QUOTE] Full Story: next-gen.biz

This is unwelcome, at least at first glance. Will Sony be utilizing my hard drive to store the advertisements for the various games I have installed? Will it be so dynamic that while I'm playing a game off line it is accessing my internet connections to fill a billboard? Do the game producers share revenue?

I can't think of many games that can make in game ads feel natural. Obviously GTA should be able to pull it off. I suppose if the money gained by ads goes to the PSnetwork to keep it free that is a plus.