"In-game advertising is still in its early stages, generating a modest $54 million in sales in 2006, however, technology research firm Parks Associates estimates it could grow to an $800 million market by 2012."

"Right now, businesses looking to place ads across different game platforms are stuck talking to multiple ad agencies, says Parks Associates analyst Michael Cai. If you want to place an ad in an Xbox 360 game, you have to deal exclusively with Microsoft (nasdaq: MSFT - news - people )-owned Massive. To get into a PlayStation 3 game, you deal with Sony. A handful of independent agencies, including IGA and Double Fusion, have sprung up to handle ads in PC games and for specific game publishers. Sony opening up its platform "is going to make [IGA and Double Fusion's] portfolios more attractive to advertisers" because it decreases market fragmentation, Cai predicts."

From the article, "Sony Set To Open Up To In-Game Advertisers" by Mary Jane Irwin

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