Sony is cooking up plans to run ads in PlayStation games as rival Microsoft plans a similar program with Xbox
Advertisers will be able to reach gamers through in-game ads that Sony hopes won't annoy players and developers.
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Sony is working on a plan to put ads inside PlayStation games, sources said, similar to a move by Microsoft to run ads in Xbox.
Three people who are involved in the plans said Sony is doing testing with adtech partners to help game developers create in-game ads through a software developer program. The idea is to encourage developers to keep building free-to-play games, which have soared in the pandemic, by giving them a way to monetize them, they said.
Three people who are involved in the plans said Sony is doing testing with adtech partners to help game developers create in-game ads through a software developer program. The idea is to encourage developers to keep building free-to-play games, which have soared in the pandemic, by giving them a way to monetize them, they said.
The new effort, expected to launch by end of 2022, would put ads inside PlayStation games themselves, to be sold via a private marketplace, the sources said. The goal is for the ads to appear like they're part of the game, like digital billboards in sports stadiums. Formats could include ads that give viewers rewards for watching ads and promotions for in-game items like avatar skins.
Sony hasn't decided if it would take a cut of the revenue, the sources said; one said it's also considering charging developers and publishers for data on consumer activity on the PlayStation.
Sources said Sony started talking about building the PlayStation ad program about 18 months ago after launching the latest generation of its PS5 console. One said it's being strict about vetting adtech companies, ruling out collection of personal information like emails or names.
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