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Game-Ad Boom Looms as Sony Opens Up PS3

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340w ago - Sony is opening up its in-game advertising platform -- likely providing a boost to the already-burgeoning $400 million in-game-ad market and sparking a battle among the three key players who sell these ads.

The maker of the PlayStation3 system will offer an open platform, meaning in-game-ad-serving companies Double Fusion, IGA and Google-owned AdScape all will be able to sell ads in games that run on PS3, according to people familiar with Sony's plans.

The three companies will strike deals with the major game publishers creating PS3 games, such as Electronic Arts, Activision and Ubisoft. Increasingly, those who score the plum publisher deals will turn out to be the winners in the competitive and fast-growing space.

"It'll come down to games and who has the largest catalog of games," said one person familiar with Sony's plans, but who did not have authorization to speak about it publicly.

In-house sales team

Sony is just starting to sell in-game ads and has its own PlayStation Network sales force to sell dynamic ads in Sony-produced games, such as the forthcoming "Pain" title. A Sony spokesman said the company doesn't comment on unannounced initiatives or products.

The decision will ramp up the competition for prime publisher inventory in a battle not...
 

NIS Planning New PSP, PS3 Games

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340w ago - In a lengthy interview with PlayStation World, Nippon Ichi Software's Souhei Niikawa talked about Disgaea 3 and his company's plan for the future. The 34-year old native of Osaka, who serves as head of the company's development division, has overseen the development of Disgaea 3 in his role as the game's producer.

Since Disgaea 3 was the company's first PlayStation 3 project, it took developers some time to get used to the new hardware. According to Niikawa, seven months were spent doing basic research.

Afterwards, development of the actual game took less than a year, though. Nippon Ichi Software wanted to release its first PlayStation 3 title about a year after the system's launch to get used to the new development environment. Niikawa acknowledged that PlayStation 2-based development would have been smoother, but emphasized the importance of getting used to the new high-spec hardware early on.

Currently, Nippon Ichi Software was working on various adventure titles. The company apparently is also thinking about expanding into genres other than RPGs and adventure games. Last but not least, Niikawa asked fans to look forward to the announcement of various new titles for PlayStation 3 and PlayStation Portable in the future.

Disgaea 3 has been available in Japan since January...
 

After HD DVD Drop, Toshiba Spends $835M to Back PS3

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340w ago - Sony gives Toshiba something in return for its troubles -- Japanese Cell chip plants for $835M

A new twist has emerged with the death of HD DVD. After Warner, Best Buy, Walmart and Netflix jumped on the Blu bandwagon, the fate of HD DVD was already sealed.

Despite the grim news, the principle HD DVD developer, Toshiba Corporation, refused to initially comment on its plans for its HD DVD. However, as many analysts predicted, Toshiba came out last week and officially surrendered to Blu-ray.

Many saw Toshiba's willingness to give up on HD DVD as a logical business decision and perhaps an admission of Blu-ray's superiority. However, there might be a little more to the story. Reuters reports that on Wednesday Toshiba and Sony Corporation, one of Blu-ray's principle developers, agreed to a major business deal, reached just after Toshiba made its final HD DVD decision.

Sony agreed to sell it microchip processing facilities in western Japan for approximately $835M USD. These facilities currently produce Cell processors and RSX graphic chips. Toshiba will enter the joint venture with Sony on April 1, 2008.

Toshiba, IBM and Sony were the principle developers of the Cell microprocessor, but Toshiba previously showed little interest in using the chip for any of its own...
 

Home is 'best-looking multiplayer world'

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340w ago - The creative director of Sony's Home project has told GamesIndustry.biz in an exclusive interview to be published in full next week that he believes the PlayStation 3 virtual world platform is the "best-looking" and most "user-friendly" multiplayer experience he's seen so far.

Talking on a recent trip to Monaco for the Imagina conference, Ron Festejo explained his feeling that other virtual worlds, such as Second Life, were garish, while other online experiences were simply too hardcore for most people.

"From my point of view, looking at Second Life - because it has been mentioned a lot in the same paragraph as Home, and people make that comparison - I'm amazed at how many people go on there," he said.

He went on to discuss the importance of user-interfaces, detailed the issues he'd had interacting with others in Second Life, and also referenced other online titles that don't make it easy for inexperienced players to get involved with them.

"John [Venables, Home's lead artist] said in a presentation that for a lot of people, their first experience of online play is to 'log on...get shot in the face, log on...get shot in the face' and actually that's true - people tend to not go into that because of those experiences," he explained.

"Personally, looking at other models,...
 

GDC 2008: Sony's head of product development on PSN

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340w ago - Sony's head of product development, John Hight, talks about the PlayStation Network.

Video of the Interview below..

Enjoy!




 
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