Sony Computer Entertainment America (SCEA) today announced the creation of a new in-game advertising business unit.

The company also announced that Darlene Kindler, a 25-year consumer electronic industry veteran, has joined the company as Director of Network Advertising, effective immediately. Kindler will report to Phil Rosenberg, Senior Vice President of Sales and Business Development. In this new role, Kindler will be responsible for SCEA?s in-game advertising strategy across all PlayStation platforms including PLAYSTATION Network.

Kindler was vice president of Publishing for Adscape Media, an in-game advertising company that was acquired by Google in March 2007. In her previous role at Nintendo, she was part of the company?s early start-up team and was one of the key people credited with establishing a European distribution network for Nintendo.

The appointment of Kindler comes on the heels of SCEA?s announced partnership in July with Nielsen Media Research. Together the companies are working to develop measurement systems for game network advertising. SCEA will share its game network data from PLAYSTATION 3 as well as PLAYSTATION Network, which encompasses PLAYSTATION Home. PLAYSTATION Home is designed to serve as a 3D community gathering place for PS3 users from around the world and will present opportunities for SCEA to deliver advertisements in game. SCEA will depict brands in various forms within the game, where users would expect to see them in real life on billboards and posters, on shopping bags and soda cans and on images of TV screens.