Sony Computer Entertainment America and Europe today revealed that the PlayStation 3 will soon support in-game advertising, a move the companies claim to make the system "a dynamic in-game ad platform."

No specific details were provided as to how invasive the integration may be, though SCEA senior VP Phil Rosenberg said that ads "organic to the environment" help create "a richer experience for gamers."

Only one advertising partner, IGA Worldwide, has been named thus far. IGA Worldwide CEO Justin Townsend commented that the setup will help its clients, which include EA, target a "global user base of 16-35 year old consumers with disposable income."

Earlier this year, Microsoft announced it had extended a PC and Xbox 360 in-game advertising deal with EA for another two years. Developer Gearbox Software also recently revealed its intent to utilize context-sensitive in-game... Read more