Sony has announced to bring the adaptable advertising technique of in-game ads to PlayStation 3. It seems that the first company chosen by Sony to deliver online-enabled advertising is IGA Worldwide. The second option would be Double Fusion, which is planning to discuss with Sony the terms of a possible deal.

This would not be the first such partnership on the market. Microsoft, Massive and Electronic Arts have also signed such an agreement with which it brought dynamic in-game advertising to the Xbox 360.

Many EA Sports games seem to be compatible with this technology, such as Madden, NBA Live, Need for Speed and Burnout.

In-game advertising is at the beginning of its road and it produced only $54 million in sales in 2006. However, it is a growing business that is estimated by technology research company Parks Associates to reach the amount of $800 million by 2012.

Dynamic in-game ads function like TV ads, so that publishers can promote a wider array of products in a longer period of time. Their target hints at people who are neglecting television in favor of computer and video games. They appear at certain sequences of time on billboards, stands and realistic places and try not to be “overly intrusive” on the gaming experience, as some gamers have complaint.

How will people regard it? Just as a major money-making scheme or also as a development in the game industry?