IGA Worldwide is delivering in-game Sony ads on the PS3, reports Forbes.

It is the first outside company Sony has permitted to serve ads in its games. Sony previously handled all ad sales in-house.

Double Fusion is reportedly also forming a similar deal with the console maker.

Massive, Microsoft's in-game advertising brand, released a self-serving study that suggests exposure to ads in games lead to higher rates of brand recall, intent-to-purchase and other key marketing metrics.

In tangent with EA, Microsoft used Massive's technology to develop the first dynamic in-game ad platform. It was released last year for PCs and the Xbox 360.