PlayStation 3 (PS3) users may well soon be seeing adverts from a host of companies as Sony prepares to open up its in-game advertising to a wider audience.

Currently only Sony places ads in PS3 games but with this new open platform advertising companies IGA, Double Fusion and AdScape, which is owned by Google, will all be able to sell ads in games that run on the PS3.

The platform, which differs from Microsoft's advertising strategy for Xbox Live where advertisers are required to go through Microsoft’s own company, will allow advertisers more freedom when creating in-game ads.

The system will also ensure that ads don't have to be purchased before a game is released. Instead companies can wait and look at the success of the game and then place ads at a later date, eliminating some of the risk.

"It'll come down to games and who has the largest catalog of games," a source told Advertising Age.

It is all ready predicted that major game publishers including Electronic Arts, Activision and Ubisoft will be among those striking deals with advertising companies.

According to eMarketer data, the video game advertising market is already worth nearly $400m (£200m) and is expected to grow by 23 percent per year for the next five years.

Related articles:

PS3 review

Latest Sony news - click here

All games console reviews

For the latest games and home entertainment news and reviews visit Digital World.