In addition to Adscape Media, Kinder previously worked for Nintendo, IREM America, Data East, and 3dfx Interactive.
The new business unit follows SCEA's prior announcement that it was working with The Nielsen Company to measure game network advertising.
Although the in-game advertising unit will be responsible for incorporating advertising across all PlayStation platforms, its emphasis will be on PlayStation Home, which "will present opportunities for SCEA to deliver dynamic, relevant 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," the company said.
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