Sony announces new in-game ad business unit

Sony Computer Entertainment America has announced a new business unit dedicated to in-game advertising.

by Helen Leggatt

The new business unit will be responsible for Sony’s in-game ad strategy across the PlayStation network. In particular, it is thought to be aimed at Sony’s soon-to-be-released virtual world, Home.

Relevant and dynamic ads can be incorporated across all PlayStation platforms. Advertisements will be placed in locations and on products that mirror real-life, for example on shopping bags, TV screens, billboards and packaging.

It’s the presence of ads within their virtual world, Home, that will keep the experience free to users.

Darlene Kindler, formerly of Nintendo of America, will head up the new unit.

"Darlene has an ideal blend of experience within the video game industry, including in-game advertising, making her a perfect fit for this newly created position," said Phil Rosenberg, senior vice president of Sales and Business Development. "She 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."