Last year I mentioned Sony’s in-game ad unit (here and here) and how this is an interesting move and competes with Microsofts’ Massive, Google’s AdScape.

Sony’s open platform is a clear departure from how things are done on Microsoft’s Xbox, whose exclusive model means all dynamic in-game ads must be brokered through Massive, a company the software giant acquired in May 2006. That acquisition essentially closed off the opportunity for other in-game ad brokers to sell inventory in games that run on its Xbox and Xbox 360 consoles — and it elevated the bet they are placing on Sony.

I can see how Sony’s plan could complicate things but at the same time I think it’ll all work itself out in the long run. I know if I want first party action I talk with Sony. Otherwise I talk with the publisher who may or may not tell me to talk with their in-game rep. One thing I could see happening is publishers got their own in-game ad team… especial if Sony’s system is going stay this open. You’ll always have to buy through Massive for Microsoft, but not with Sony. Sony also signed that deal last year with Nielsen to help measure in-game advertising as well as hiring Darlene Kindler, who was most recently was at AdScape, to head up their in-game ad team. Sony is making a gamble but I think it will edge out Microsoft in the end. Plus I always love cheering for the “underdog”.

[Via AdAge]

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