Possibly the last ad-free
game you'll see

Sony has decided to open its in-game ad platform to all networks, reports Advertising Age.

Bringing ads to online-based PlayStation3 games means ad networks will be able to reach deals with publishers individually.

Driving advertisers to compete for publishers will make the market similarly competitive to the online ad network field, where networks vie to secure premiere publisher deals.

Sony will handle ad sales on games it produces in-house.