Sony Computer Entertainment America (SCEA) and Sony Computer Entertainment Europe (SCEE) today announced a partnership with Double Fusion to deliver dynamic in-game advertising on PLAYSTATION 3 (PS3).  Double Fusion will leverage its expertise, technology and sales force, working with publishers and advertisers to create effective marketing programs for brands targeting PS3’s coveted gamer demographic.

"PS3 is open for the ad business," said Phil Rosenberg, Senior Vice President, SCEA.  "We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is both positive and inevitable for the games medium."

PS3 provides advertisers with a direct avenue to reach the highly targeted, sought after gaming demographic, and has sold more than 13M units worldwide.  DFC Intelligence forecasts that sales for the current generation of game systems including portable devices will pass the 180 million mark by 2011, reiterating the potential for the in-game advertising market.  The worldwide in-game advertising industry is expected to grow 1,150 percent to $971.3 million between 2006 and 2011 according to the Yankee Group. 

"We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world," Jonathan Epstein, president and CEO, Double Fusion, said.  "We are very excited to work with SCE on this and PS3 will add a vast number of players to our already robust network.  SCE’s participation strengthens the in-game advertising ecosystem."