It's no secret that Sony has been looking to establish itself in the world of in-game advertising. Earlier this year, Sony Computer Entertainment America announced an alliance with Nielsen Media Research to develop in-game ad-tracking technology. While it's worked on that, Sony has also promoted PlayStation Home almost as much for what it can do for advertising partners as for what it can do for gamers.

　　Today Sony made its most overt move in the emerging field, announcing its new in-game advertising business unit, headed by an industry veteran. Sony's in-game ad business will be run by Darlene Kindler, the company's new director of network advertising. Kindler has previous experience with Nintendo of America, IREM, Data East, and most recently, in-game ad company and Google acquisition Adscape Media.

　　As part of her new role, Kindler will oversee SCEA's strategy for in-game ads on all PlayStation systems and the PlayStation Network. That includes PlayStation Home, where SCEA is planning to place ads on billboards, shopping bags, soda cans, TVs, and other places "where users would expect to see them in real life."