The games console manufacturer is to run iTV executions at the tail-end of its biggest seasonal marketing assault.
Although Sony Computer Entertainment UK (SCE UK) has yet to confirm which platform it will use, a spokesman for the company said the iTV campaign would be held off until the end of the current campaign when the medium will be used to support Primal, the 3D action adventure game, which is likely to launch in February.
The interactive work will follow last year's iTV ad campaign for three PlayStation 2 games, which went out on the Sky Active platform.
Viewers will be able to click through from ads on Sky-branded channels to a dedicated advertiser's location.
Running until December, the Christmas campaign will focus on games including martial arts title Tekken 4 and London street crime-themed game The Getaway.
As well as TV and cinema executions, the push will run across print and direct mail.
An outdoor poster campaign will also be used to promote The Getaway, along with promotions running on the London Underground.
Registered owners of PlayStation 2 will also be emailed with a showcase of the new titles next month.
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