Sony opens in-game advertising business unit

Sony Computer Entertainment America has opened its own in-game advertising business unit.

Headed by Darlene Kindler, who most recently worked for in-game ad firm Adscape Media which was acquired by Google earlier this year, the division will be overseeing SCEA’s strategy for in-game marketing for all PlayStation platforms and PlayStation Network.

SCEA is currently working with Nielsen Media Research to develop measurement systems for game network advertising and plans to share its data for PS3 and PlayStation Network. Kindler will drive forward this strategy and SCEA’s plans to offer dynamic ads in games and in its virtual world Home.

At SCEA Kindler reports to Phil Rosenberg, SCP of sales and business development. Said Rosenberg: "Darlene 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."

The move ends a period of waiting and speculation on the part of developers, publisher and in-game ad firms. Sony, while having extolled the value of in-game ads, has until now lacked any formal business unit or division – some wondered if it would enter the area via acquisition (as Microsoft did with its purchase of Massive last year). However it’s still uncertain how this current move might impact the businesses operated by Double Fusion and IGA – both are in-game ad firms who currently only sell ad space in PC games, but may now have a direct line to PlayStation users.