Sony is trying to make up some of the huge wodges of in cash that it has lost on its PS3 console by offering advertising space in its games.

The ads will be seen by players in spaces such as billboards and wall surfaces within the games. Sony hopes that it might be able to target the advertisements by making sweeping assumptions about the players who are drawn to each game. Because everything is online there is greater flexibility for advertisers as to when, where and how long to advertise, Sony enthuses.

In-game advertisement firms Double Fusion and IGA Worldwide have signed up for the new service, which will be available mainly in Japan, North America and Europe. Although Sony has sold about 13 million PS3 units since it was launched two years ago, the gear has failed to break even.