IGA has signed a deal with Activision to become its exclusive in-game advertising partner for the publisher's PS3 titles.
The first game to feature the tech will be Guitar Hero: World Tour, with future titles from the publisher also planned to feature 'contextually relevant' adverts.
“Activision has one of the most impressive stables of games in the video game industry,” said Justin Townsend, CEO of IGA Worldwide.
“To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before.”
Dave Anderson, head of business development at Activision Publishing, added: “Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time. By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company.”