"Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time," said Dave Anderson, head of business development at Activision Publishing. "By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."
IGA and Activision will integrate advertisements in a "contextually relevant way." The ads will be updated in real time, and will be targeted to the broad demographics Guitar Hero can reach.
