Sony has struck a new deal to introduce in-game advertising into Playstation 3 games.

The computing giant has agreed that IGA Worldwide will be its official partner in selling and delivering the advertising space in future releases.

Recent research from analysts Nielsen Media Research estimates that the in-game advertising industry would be worth $1 billion by 2010.

Justin Townsend, chief executive of IGA Worldwide, said that Sony's Playstation 3 platform presented a prime opportunity to expand the industry.

"Through this partnership with Sony, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income," he added.

Mr Townsend explained how advertisers can now explore a new advertising medium "outside of the traditional TV spot".

IGA also recently signed a deal with Sega to provide in-game advertising to the game developer's forthcoming Football Manager title, which is due for release this summer.