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."