Launch yourself, watch an ad

Sony is embarking on a plan to charge advertisers more during peak video-game playing periods, reports Adweek.

The new system tracks current player volume and charges advertisers more for the dynamic ads being displayed in the game at that time. Rates go down when fewer players are online.

The new ad payment system is being tested in the new game Pain, where players fly past dynamic billboards after being launched from a giant catapult.

The Playstation 3 game requires players to be online, which enables user tracking and allows for dynamic ad delivery.

Metrics on player usage is provided by Nielsen Games.