Sony Computer Entertainment America (SCEA) has revealed that it will create a new business unit with the purpose of developing in-game advertising.
The new group will explore ways of integrating advertising into PlayStation games and will be headed up by Darlene Kindler, a "25-year consumer electronic industry veteran".
Phil Rosenberg, senior vice president of sales and business development, explained Ms Kindler´s role: "She will be tasked with the important role of working closely with our internal teams as well as our third-party publishers and external advertising agencies to develop business and marketing strategies for our newly formed online advertising group."
Earlier this year, Sony showed that it was keen to promote in-game advertising when it signed an agreement with Nielsen Media Research. The two companies said that they would look to develop measurement systems for game network advertising.
Recently, Toyota announced that it was to release a free game for the Xbox which would promote its Yaris car. This shows that advertisers are waking up to the possibility of marketing within computer games.
© Adfero Ltd