Sony's PSP system allows gamers to browse the mobile web, including video and photos, on the device's large display. Extra menu options on the XMB browser enable access to the PSP Comic Reader application. Comic Reader is an optional PSP add-on that allows gamers to buy and read comic books downloaded from the PlayStation Store.
PSP's ability to access the mobile web has created another avenue to reach this connected audience for mobile advertising – the gamers. We have seen demand to target the gaming audience increase and our innovative, first-to-market mobile ad solutions on the PSP have worked well for top brand advertisers. Millennial Media anticipates continued development of rich media creatives on the PSP and believes marketers will follow with demand to reach this young, engaged audience.