In-game advertising is set to be one of the biggest advertising mediums that has yet to be explored by the big companies. Although some attempts were made in the past, with Electronic Arts indulging in quite a few real life products in their Need for Speed series, the concrete deals aren't in that big of a number. That is, until now, Activision announcing that it has partnered with IGA Worldwide, one of the biggest in-game advertising networks to offer a much more realistic environment to gamers.

Here's what Dave Anderson, head of business development at Activision Publishing had to say about this new team up, “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”.

So, in the end, Activision is really thinking of the players, and how they really lacked the realistic environments in which their characters moved. Well, they don't have any more reasons to be sad because they'll find the real life ads cluttered all over the place in their games, too. The deal is set to start with the PlayStation 3 version of Guitar Hero: World Tour and will continue to other PS3 titles which will be developed by the giant game company.

It was bound to happen though; advertisers are keen on making a profit out of every possible and impossible medium. This was pretty much inevitable, but let's hope that the ads won't be really annoying and won't destroy the whole gaming experience for the players.