Double Fusion, whose roster of clients includes Gearbox Software, NCSoft and THQ, utilizes specialized technology to deliver dynamic and context-oriented advertisements to audiences.

"PS3 is open for the ad business," said SCEA senior VP Phil Rosenberg. "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 positive for the games medium."

The companies did not directly specify which titles or services will see the incorporation of in-game ads, nor did they mention when the advertisements will materialize.