Sony is wanting into ad-supported video games now, too

Written by Jeff Lampkin

Microsoft won’t be the one console maker hoping to put extra advertisements in video games. Insider sources (sub. required) say Sony is testing an initiative that will promote and place advertisements in free-to-play PlayStation video games via a personal market. This would come with billboards and different environmental advertisements, but in addition character skins and related collectible gadgets.

Some particulars are reportedly in flux. Sony is not sure if it would take a slice of any advert income, the tipsters claimed, and it’d as a substitute ask studios to pay for information. The PS5 creator is seemingly “strict” about screening the advert tech firms it really works with, nonetheless, and will not permit the gathering of non-public info like electronic mail addresses.

If correct, the leak has Sony launching the PlayStation advert program by the tip of 2023. We have requested the corporate for remark.

The rumor comes only a week after Microsoft was mentioned to be planning a really related technique. The target can be easy: the better it’s for builders to put in-game advertisements, the extra doubtless they’re to launch free-to-play video games. Whereas that would irritate players who’d somewhat not see apparent product plugs, it might additionally assist firms launch free-to-play video games that do not rely fairly as a lot on paid skins, season passes and different gated content material.

All merchandise really useful by Engadget are chosen by our editorial workforce, impartial of our mum or dad firm. A few of our tales embrace affiliate hyperlinks. If you happen to purchase one thing via one in all these hyperlinks, we could earn an affiliate fee.

About the author

Jeff Lampkin

Jeff Lampkin was the first writer to have joined He has since then inculcated very effective writing and reviewing culture at GamePolar which rivals have found impossible to imitate. His approach has been to work on the basics while the whole world was focusing on the superstructures.