"Unless Nintendo comes up with really unique features, the PlayStation will just swell the market, " said Mediaworks' director Kozo Takahashi.

BBC: PlayStation site crashes

Videogame magazine publisher Mediaworks said nearly 90% of its readers voted for the PlayStation2 as their preferred choice in a questionnaire, while only 5% choosing rival Sega's Dreamcast.

BBC: PlayStation site crashes

No agencies have created ads yet that use the technology, but Nuance says mobile ad companies Millennial Media, Jumptap and Open Mediaworks have agreed to distribute the new ads to app developers.

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