OCT. 8, 2007 • Sony Computer Entertainment America announced the creation of a new in-game advertising business unit, and hired Darlene Kindler, a 25-year consumer electronic industry veteran, as director of Network Advertising. Kindler will be responsible for SCEA’s in-game advertising strategy across all PlayStation platforms including the PlayStation Network.

Impact: In-game advertising has been around since the days of the Atari 2600 but it has never taken off.  As games become networked the possibilities for advertising become much more compelling.  The risk for a platform like the PlayStation systems is that consumers expect advertising to subsidize the entertainment.  Will consumers rebel at paying $400+ for an advertising box? The console manufacturers will need to tread lightly in this area.