In-game ad house Double Fusion has brought dynamic, in-game video advertising to the PlayStation 3 game Wipeout HD yesterday and removed it today.
The high-def ads were displayed instead of the game's loading screen. The ad's length is more than twice the usual loading time and players are forced to watch the whole ad with no way to skip or cancel it.
Responding to users' complains, Sony removed the ad."The ad has been removed from WipEout HD and we are investigating the situation to ensure that any in-game advertising does not affect gameplay," Sony spokesman said.