Sony has opened up its PlayStation 3 platform to allow brands to advertise on the medium in their bid to capitalise on the successes that Microsoft have achieved with their in-game advertising platform with the Xbox. The deal could be worth $100 million over three years to Sony Computer Entertainment America
Video game marketer Electronic Arts
The in-game advertising on PS3 can be updated and adjusted in real time. The advertising also enhances the gaming experience, according to one study. In-game ad firm Massive, conducted a survey on in-game ads among Xbox 360 clients and concluded that "an average of 70 percent of gamers agreed with statements that the dynamic in-game ads contributed to realism, fit the games in which they were served and looked cool."
Pricing for in-game advertising is based on a formula that entails ad size on screen, viewing time (minimum: two seconds) and angle view, in addition to a cost-per-thousand factor. A typical budget for one ad across several games would be in the high six figures.
In-game advertising is in a fledgling stage, generating $54 million in sales in 2006, per Parks Associates,