New York - IGA Worldwide, a provider of in-game advertising services, has announced a partnership with Sony (NYSE: SNE) to provide in-game advertising on the PlayStation 3 in the U.S. and Europe, and also with publisher Electronic Arts (NASD: ERTS) to serve in-game ads on EA titles for the PlayStation 3.

Sony will offer in-game advertising placement sales through distribution partners, of which IGA is the first.

"In-game advertising is a nascent, and as yet, untapped market with great potential that PS3 is primed to capitalize on," said Phil Rosenberg, SVP for sales and business development at Sony Computer Entertainment America.

"This innovation is not only for developers and advertisers but also to create value and an enhanced experience for the gaming community."

New York-based IGA's deal with Electronic Arts will see the company become EA's exclusive in-game ad partner for PS3 titles, including "Madden NFL Football," "NBA Live" and "Need for Speed."

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