Double Fusion has signed a deal with Sony to deliver dynamic in-game advertising on PlayStation 3.

Under the terms of the deal, Double Fusion will work with publishers and advertisers to create marketing programs for brands aimed at the PS3’s user base.

Along with other consoles, the PS3, which has sold over 13 million units worldwide, provides advertisers with a direct avenue to reach the sought after gaming demographic.

As opposed to static advertisements, dynamic ads allow companies to change their advertisements on a regular basis.

“We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world,” said Double Fusion CEO Jonathan Epstein.

SCEA’s Phil Rosenberg added, “PS3 is open for the ad business… PlayStation is taking a major role in enabling this fast-developing sector that is positive for the games medium."

Double Fusion becomes the second firm to sign up to deliver dynamic ads on PS3, IGA Worldwide having signed a similar agreement with Sony in early June.

The worldwide in-game advertising industry is expected to grow 1,150 percent to $971.3 million between 2006 and 2011, according to the Yankee Group.