IGA Worldwide has announced a multi-year agreement with Activision Publishing to deliver dynamic in-game advertising to PlayStation 3 games.

The first Activision title to feature IGA integrated ads will be Guitar Hero World Tour, the upcoming addition to the 22 million unit selling series.

“Activision has one of the most impressive stables of games in the video game industry,” said Justin Townsend, CEO of IGA Worldwide. “To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before.”

Activision Publishing’s head of business development Dave Anderson said, “Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time.

“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.”

Back in June IGA also secured an exclusive two-year deal to become EA’s dynamic in-game advertising partner for PS3 titles.