In not-too-surprising news, Sony has gone the way of everyone else, and will begin in-game advertisements on the PS3.
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Originally Posted by article
In-game advertising will be sold and delivered to PS3 through advertisement distribution partners, with IGA Worldwide selected as the first partner.
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Shockingly, EA was quick to join them. ROFL
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Originally Posted by article
The advertisements are integrated within the gaming environment in order to deliver a seamless and more authentic game environment. EA has worked with IGA on various projects to date, and this agreement builds on that successful partnership.
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IGA WorldWide IGA and EA Ars Technica