New generation of adverts for Sony’s PS3

By Craig Marshall

GTAIV

Sony has announced the introduction of dynamic in-game advertising on its PlayStation 3 console, opening up what is expected to be a significant new revenue stream for publishers and advertising networks.

The launch of online technology that allows advertising billboards and displays in games to be refreshed, rather than remain fixed, will make gaming more like television – advertisers will be able to run more
up-to-date campaigns and spread them across a range of titles.

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