We’ve just had work from Sony that they’ve teamed up with Double Fusion to ‘deliver dynamic in-game advertising on PS3′. Specialists Double Fusion will leverage their expertise, technology and sales force, working with publishers and advertisers to create effective marketing programs for brands targeting PS3’s coveted gamer demographic.

“PS3 is open for the ad business,” said Phil Rosenberg, Senior Vice President, SCEA. “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.”

“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, 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.”

A spokesperson for TheSixthAxis said “Where’s my damn lunch, you lazy bastard?”