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

SCEA announced a partnership with Nielsen Media Research in July. 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 including PLAYSTATION Home. Sony 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-Game advertising is on a role. Just looking at the amount of time people spend in WOW and other virtual game worlds makes it clear how much potential in-game advertising has.