No specific details were provided as to how invasive the integration may be, though SCEA senior VP Phil Rosenberg said that ads "organic to the environment" help create "a richer experience for gamers."

Only one advertising partner, IGA Worldwide, has been named thus far. IGA Worldwide CEO Justin Townsend commented that the setup will help its clients, which include EA, target a "global user base of 16-35 year old consumers with disposable income."

Earlier this year, Microsoft announced it had extended a PC and Xbox 360 in-game advertising deal with EA for another two years. Developer Gearbox Software also recently revealed its intent to utilize context-sensitive in-game product placement.

In a separate release, IGA detailed that it would provide dynamic in-game ads for EA-published PS3 games, such as Madden NFL, NBA Live, NASCAR, NHL, Need for Speed and Burnout titles.

In-game ads are said "to grow 1,150 percent to $971.3 million between 2006 and 2011," going by Yankee Group figures cited in SCEA's announcement.

"PlayStation 3 is undoubtedly the prime opportunity for the in-game advertising industry," Townsend stated in SCEA's press release.

The news follows yesterday's revelation of Qore, an North America-only video magazine sold through the PS3's online PlayStation Store. SCEA noted that Qore will contain "a new class of interactive advertising" along with exclusive previews, demos and betas.