Sony Is Also Planning An In-Game Ads Program Similar To Xbox - Report

gamespot.com:

Sony has begun working on a plan to place ads inside of PlayStation games through a software developer program, according to a new report.

Sources speaking to Bloomberg claim that Sony began work 18 months ago on the project and is currently doing testing with adtech partners on ways to help game developers place in-game advertising in their titles, with a particular emphasis on using them in free-to-play games. Using the system, developers could be incentivized to create more F2P games that could be monetized this way, as those titles have seen a surge in popularity during the current pandemic era.

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Sony's plan is similar to the one that Microsoft has reportedly begun development on, which is also working on methods for inserting ads in Xbox games. If all goes according to plan, Sony will reportedly launch its new effort by the end of 2022 and sell advertising space for its own PlayStation games through a private marketplace.

The goal of the project is for ads to look like they've been organically inserted into a game, much like a digital billboard in a sports stadium. Such content could include watching ads and promotions to earn in-game items like avatar skins.

Bloomberg's sources said that Sony is undecided on taking a cut of the revenue but it is considering charging developers and publishers for the data gathered from consumer activity on PlayStation. Sony is reportedly also being strict on which adtech companies can qualify for its program, as it wants to