The new advertising agreement will benefit both Sony Computer Entertainment America (SCEA) and Sony Computer Entertainment Europe (SCEE), as PlayStation 3 gamers are to get a taste of dynamic in-game advertising via the PlayStation Network.

"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," Jonathan Epstein, president and CEO, Double Fusion, 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."

However, Sony wouldn’t get very clear when it came to what sort of commercials are the gamers going to get:

"PS3 is open for the ad business," said Phil Rosenberg, Senior Vice President, SCEA. "We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is both positive and inevitable for the games medium."

Quite frankly, “contextually relevant and well-crafted” could mean anything from billboards placed throughout the games to plain old product placement or serving up ads during load screens.