If you appreciate the realism provided in in-game ads, here’s some good news: Sony’s PS3 game console is set to get in-game ads delivered over the internet courtesy of NY-based IGA Worldwide, says WSJ. The partnership is not exclusive, but it’s the first in-game ads deal for the PS3, and a win for IGA, which has raised around $46 million from such investors as Translink Capital, Presidio STX and GE/NBCU’s Peacock Equity fund. With the announcement, IGA is delivering ads in upcoming versions of Eletronics Arts’ sports titles. Update: The announcement focusing on Electronic Arts (NSDQ: ERTS) is out here.

—Also on this front, Microsoft (NSDQ: MSFT) said yesterday that its Massive in-game ads unit was now being audited by a third party and compliant with IAB guidelines. No industry-wide standards currently exist for the market, so basically it looks like Microsoft is trying to take the lead in defining what they are. And in a separate announcement, Microsoft trumpeted research “proving” that in-game ads worked. Release.

• In-Game Ad Net IGA Worldwide Gets $4 Million Add-On To $25 Million Second Round