Sony gets more in-game advertising support

Sony Computer Entertainment America and Europe have announced another partnership in the PlayStation's growing advertising platform.

In October, Sony Computer Entertainment America announced it had formed a division strictly for developing in-game advertisements for all of the PlayStation platforms, including the PlayStation Network.

Early in June, Sony announced its first dynamic advertising partner would be IGA Worldwide to provide in-game advertisements, with a special focus on Home.

This week, both SCEA and SCEE announced a partnership with Double Fusion, the same company that yesterday announced a deal with Yahoo for its upcoming free ad-supported games.

Unlike the pre-, post-, and mid-roll ads that Yahoo said it will put in its free games, Sony looks to provide more "contextually relevant and well-crafted" advertising in its games. Some of Double Fusion's projects thus far have included creating in-game content for Dodge, Jeep, and Chrysler, which have ranged from simple environmental advertisements (a billboard in a city scene) to genuine product placement (the product itself appears in the game).