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Dynamically served in-game ads may be old hat on the PC and Xbox 360, but Sony announced today its first partner in bringing the adaptable advertising technique to the PlayStation 3. Though Sony will be working with other partners, it has selected IGA Worldwide as its first intermediary for marketers and publishers.
I was actually just thinking about this the other day, and how perhaps some games can become free by being supported by advertising. Imagine if the stores in GTA IV were real businesses, I think it would help these businesses a lot, even with the controversial nature of the game.