A few days ago, reports surfaced online that Microsoft wanted to add in-game advertisements to free-to-play Xbox games. According to a new Business Insider report, Sony may be planning to do the same.
According to Business Insider, Sony is developing an ad programme similar to that of the Xbox. According to sources close to the integration, the company is already in the testing phase and has reached out to ad tech partners to assist game developers in creating in-game ads via a software developer programme.
The move is intended to encourage developers to continue creating free-to-play games, which have grown in popularity as a result of the pandemic, by providing them with the opportunity to monetize their creations.
Sony intends to launch in-game advertisements by the end of the year, and, like Xbox, these will appear on billboards within the game. Other formats may include ads that reward users for watching advertisements and promotions for in-game items such as avatar skins, among others.
The issue of security remains with in-game ads, which Business Insider reports was discussed 18 months ago after the launch of the PlayStation 5. According to the source, Sony is also taking special care in selecting ad-tech companies, excluding any that may require the collection of user information such as names or emails.
Unlike Xbox, Sony may intend to profit from revenue generated by in-game ads displayed in free-to-play games. According to other reports, Sony may also charge developers and publishers for data on PlayStation user activity.