Notes from the (gaming) mediascape: Sony makes ad-friendly moves on PS3

Playstation 3 has entered the in-game advertising market, and Sony is also using the platform to distribute downloadable ad-supported video for gamers.

Sony’s Playstation 3 recently opened up the gaming platform to brands looking for dynamic in-game advertising opps. The console is part of a new two-year deal between New York-HQ’d in-game ad network IGA Worldwide and publisher Electronic Arts. While Microsoft’s Xbox has integrated in-game ads from its Massive Network for a few years now, this deal is Sony’s first with an in-game ad network. The worldwide in-game ad industry is expected to grow 1,150% to $971.3 million between 2006 and 2011, according to the Yankee Group.

IGA will exclusively manage the dynamic in-game ad opps in EA’s PS3 titles, including the franchises Madden NFL football, NBA LIVE basketball, NASCAR racing and NHL hockey. IGA will also have access to EA’s popular racing franchises Need for Speed and Burnout.

Sony also recently launched a branded entertainment module available for download on the PS3, in partnership with San Francisco-based Future U.S. Initial sponsors range from Burger King and Universal Pictures to Activision. The HD video content aims to give gamers exclusive insight into new games and movie trailers, along with themes that let users customize their consoles. On the first Thursday of every month, Qore will be published with about six ad spots. The eps are available for about $2.99 each, or under subscription-based pricing.

See strategy‘s report, ‘Are you getting your game on yet?’