In-Game Ads Head to PlayStation 3

Sony is opening up its PlayStation 3 platform to allow brands to advertise on the medium. The deal could be worth $100 million over three years to Sony Computer Entertainment America, Foster City, Calif.

Video game marketer Electronic Arts, Redwood City, Calif., will be the first to take advantage of the PlayStation 3 platform via its EA Sports and EA brands. EA Sports games include Madden NFL football, NBA Live basketball, Nascar racing and NHL hockey.

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