Seems Sony has gone off the cheap end by now allowing gaming companies to advertise in games for the PS3. EA will be the first to take advantage of this offer, by placing ad’s in Madden NFL football, NBA Live basketball, Nascar racing, NHL hockey, and Need for Speed.

In-game ad firm IGA will be handling these ads. “It’s exciting that the PS3 has opened up and marketers will now have access to the platform, as this represents a tremendous opportunity for brands targeting a valuable and hard-to-reach audience, plus it sends a clear message that dynamic in-game advertising has arrived as a compelling medium for marketers,” said Justin Townsend, CEO of IGA Worldwide.