Bringing in-game ads to PS3 games, Sony Computer Entertainment today announced a partnership with advertising agency Double Fusion whose roster of clients include Gearbox Software, NCSoft and THQ, just to name a few.

“PS3 is open for the ad business,” said SCEA senior VP Phil Rosenberg. “We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is positive for the games medium.”

No games were specifically mentioned, nor did they mention when the advertisements would be shown.