p2pnet news | Games:- Are you the owner of an expensive Sony PS3 and if you are, do you want your gaming enjoyment to be marred by advertisements?

It doesn’t matter it if you do or you don’t, because you won’t have any say in it.

"Sony is opening up its in-game advertising platform – likely providing a boost to the already-burgeoning $400 million in-game-ad market and sparking a battle among the three key players who sell these ads," says Advertising Age, going on:

The maker of the PlayStation3 system will offer an open platform, meaning 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, according to people familiar with Sony’s plans. The three companies will strike deals with the major game publishers creating PS3 games, such as Electronic Arts, Activision and Ubisoft. Increasingly, those who score the plum publisher deals will turn out to be the winners in the competitive and fast-growing space.

This’ll, "ramp up the competition for prime publisher inventory in a battle not unlike that in the greater internet space," says the story.

"There is no internet-ad-serving company that has a lock on web ads; however, ad networks (and their portal owners) duke it out for the right to sell those ads on publisher websites. During the past couple of months, Yahoo has expanded the network of newspaper sites on which it sells ads, Microsoft has inked deals with Viacom and Dow Jones sites, and Google has re-signed The New York Times’ website as an ad-network partner.

"While the ad-serving companies might have hoped for an exclusive contract to sell ads in PS3 games, analysts said that a more competitive model could benefit marketers and the in-game market in general. ‘Making things open only makes things better for marketers or people who want to place ads because they aren’t the mercy of a given network,’ said James Belcher, a longtime video-game writer and senior writer at eMarketer. He said the market is already hypercompetitive.

"Everyone’s playing around with the best model – how to charge, what gamers will and will not put up with."

Now you know.

Slashdot it!

Also See:
Advertising Age – Game-Ad Boom Looms as Sony Opens Up PS3, February 25, 2008

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This entry was posted on Wednesday, February 27th, 2008 at 8:31 am and is filed under Advertising, Games. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

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