Leading game publishers and businesses have formed an in-game advertising steering group with the Internet Advertising Bureau.
The collaboration – which includes Sony, Microsoft, IGN, EA, DoubleFusion and IGA Worldwide – will work on developing and promoting in-game advertising in new titles this year such as upcoming 3D PS3 racer Gran Turismo 5.
The IAB held an advertising showcase in London last week to promote in-game campaigns.
Sony Europe's head of partnership and marketing Kerry Lee told MCV: We got involved with the IAB because in-game advertising has a huge potential going forwards.
We have all sorts of companies coming to us with products. However some brands have already got partnerships with other companies – such as FIFA – which would exclude us from adding further partners.”
Lee believes it is important to strike the correct balance of advertising in games in order to avoid frustrating players.
There has to be relevancy in for consumers. We don't want things to look out of place. In-game advertising should enhance the game.”