Sony has chosen Double Fusion to provide in-game ads for the PlayStation 3.
The deal applies to SCEE and SCEA, with Double Fusion already dealing with a number of publishers keen to reach Sony's 13 million PlayStation 3 users.
"We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3," commented Phil Rosenburg, senior VP for SCEA.
"PlayStation is taking a major role in enabling this fast-developing sector that is positive for the games medium."
Double Fusion's videogame clients already include NCsoft, Gearbox and Eidos, and this latest deal strengthens the growing medium in the wider advertising ecosystem, says president and CEO, Jonathan Epstein.
"We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world," he said.
"We are very excited to work with SCE on this and PS3 will add a vast number of players to our already robust network. SCE’s participation strengthens the in-game advertising ecosystem."