Sony today announced a partnership with Double Fusion to deliver dynamic in-game advertising to the PlayStation 3. Working with publishers and advertisers, Double Fusion is going to do its darndest to bring well-placed and appropriate adverts to Sony’s “highly sought after” demographic. I’ll believe that when I see it! Well-placed ads I mean…

“PS3 is open for the ad business,” said the Senior Vice President of SCEA, Phil Rosenberg. “We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3.”

DFC Intelligence forecasts that sales for the current generation of game systems including portable devices will pass the 180 million mark by 2011, reiterating the potential for the in-game advertising market. The Yankee Group also predicts that the worldwide in-game advertising industry is expected to grow to $971.3 million before 2011. Let’s hope the smell of all that money doesn’t goes to Sony’s head.

“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 of 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.”