Dynamic In-Game Advertising for PLAYSTATION®3 in Japan

Tokyo. – Sony Computer Entertainment Japan (SCEJ), a division of Sony Computer Entertainment Inc. responsible for business operations in Japan, today announced the introduction of dynamic in-game advertising for PLAYSTATION®3 (PS3®) in Japan in collaboration with Double Fusion Japan (KK) and IGA Worldwide, Inc.,*1 selected as the first two ad distribution partners.

Dynamic in-game advertising is a new advertising service that utilizes spaces in games such as billboards and wall surfaces as ad spaces. By having PS3 online, and with the overwhelming computational power of the Cell Broadband Engine™, dynamic advertising will become possible on various games for PS3. Along with Double Fusion Japan (KK) and IGA Worldwide, Inc., known for their wealth of expertise and know-how in the in-game advertising field, SCEJ will expand the dynamic in-game advertisement service by applying in-game ad spaces openly and effectively as an advertising medium.

By having a broad range of business partners participate in this business, as well as an expansive catalog of upcoming software titles for PS3, SCEJ will continue to enhance the new world of entertainment and vigorously promote PS3 as the next generation computer entertainment platform.