Sony and Microsoft are reportedly working on an ad placement program for console games


According to a report, both Sony and Microsoft are developing programs that will allow ads to appear in PlayStation and Xbox games.

According to sources speaking to BusinessInsider, Sony is currently testing with adtech partners to help developers insert ads into free-to-play games as a way for studios to monetize titles.

Currently, the ads are limited to the menu and Sony intends to implement the plan by the end of 2022. The ads would eventually be inserted into PlayStation games, but they would appear as part of the game, much like a digital billboard. The report went on to say that players who watch ads could be rewarded with in-game items like skins.

Microsoft’s plan includes advertisers placing ads in free-to-play games as well. The company is currently looking to various adtech companies and advertising agencies to help with the process, sources speaking to BusinessInsider said.

However, the company seems to insist that the ads subtly and dynamically resemble billboards rendered so as not to impede gameplay. It also doesn’t want customer data to be used by other companies.

Microsoft is looking for ads to go live by Q3.

Sony didn’t comment when BusinessInsider reached out, and Microsoft declined to share its current plans. Sony and Microsoft are reportedly working on an ad placement program for console games

Fry Electronics Team

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