Ask any marketing exec, and they'll say viral marketing is the Holy Grail for generating buzz around a product. Seeding word-of-mouth buzz isn't a particularly easy feat, but the Google-owned video-sharing site YouTube has proven to be fertile ground.

　　As indicated in a report by Japanese business news daily Nikkei Net (subscription required), Sony may be looking to cash in on the viral effect with its latest addition to the PlayStation 3's feature set. Sony Computer Entertainment announced today in Japan that YouTube video uploads could now be integrated into PlayStation 3 games, "a first for home game systems," according to Nikkei.

　　The first title to make use of the functionality will be Japanese PlayStation Network title Mainichi Issho, according to the report. Based on Sony Japan's Toro franchise, Mainiche Issho is a free-to-download casual game, and players will be able to record the in-game action for posting on YouTube.

　　[UPDATE] Responding to GameSpot's request for comment, a Sony representative confirmed the YouTube integration is now available in all regions. As noted by Nikkei, SCE is handing out the development software to various studios, and it's up to individual developers to decide whether to offer it in their games," according to the Sony representative. YouTube's API blog has more information on the deal.