So last week Sony executive director Phil Harrison gave the keynote speech at the Game Developers Conference, which is obviously targeted towards the individuals and companies that develop games for all the different game consoles.

One of the first topics Phil touches on is how we are entering the concept of “Game 3.0″, where games are not defined not just by the physical game but also of the online communities and open-source nature of the technology.

In addition, Phil talks about a new feature called “Home”. Home is very much like a Second-Life or MySpace-meets-Playstation kind of application, where users develop and customize their own “apartments”, meet other gamers, watch movies, and other ways of interacting in a virtual world.

The aspect of this that really fascinates me is how users can customize their environment, to a pretty ridiculous degree. As a free service, I do believe “Home” is intended to draw eyeballs so Sony can sell advertising (which will be splattered all over “Home”). This advertising will be dynamic content that will constantly be changing, and it may be accessible to us in a auction-style format. And didn’t Google just buy a company that deals with this kind of dynamic advertising?

Check out the first part of the keynote in these two videos to see for yourself what Sony plans to offer.

“Game 3.0″

“Home”