'Hey ... I have that same
billboard in the back yard.'

Sony has created a new in-house division to sell ads within its upcoming "Home" virtual world, reports Reuters.

The new division will look at how to place brands within the world in a variety of ways. Some will be in places players would expect to see ads in the real world, such as on billboards.

"Home" is Sony's play to get into the in-game ad market. The new Sony Computer Entertainment division is being headed by Darlene Kindler, previously head of publishing at Adscape.