Activision Signs PS3 In-Game Advertising Deal

Activision has inked a deal with IGA Worldwide, the in-game advertisement firm, to serve up ads inside future Activision titles on PlayStation 3.

The first title affected by the Activision deal is to be Neversoft's Guitar Hero: World Tour, due October 26. Other terms of the contract were not disclosed.

Dave Anderson of Activision Publishing said in a press release, "By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."

"Activision has one of the most impressive stables of games in the video game industry," said Justin Townsend, IGA Worldwide CEO. "To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before."