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.

　　You need a javascript enabled browser to watch videos.

　　Click To Unmute

　　Firearms Expert’s FAVORITE Weapons Of 2023

　　State Of Gaming Handhelds In 2023How Lies of P Cracked the Souls GenreLike a Dragon: Infinite Wealth - Official Ichiban Kasuga Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Chitose Fujinomiya Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Kazuma Kiryu Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Saeko Mukoda Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Eric Tomizawa Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Tianyou Zhao Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Seonhee Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Koichi Adachi Character Spotlight TrailerLike a Dragon: Infinite Wealth - Official Yu Nanba Character Spotlight Trailer

　　Share

　　LinkEmbed

　　Size:640 × 360480 × 270

　　Start at: End at: Autoplay Loop

　　Want us to remember this setting for all your devices?

　　Sign up or Sign in now!

　　Please use a html5 video capable browser to watch videos.

　　This video has an invalid file format.

　　00:00:00

　　HTML5

　　Auto HD High Low

　　Report a problem

　　Sorry, but you can't access this content!

Please enter your date of birth to view this video

　　By clicking 'enter', you agree to GameSpot's

　　Terms of Use and Privacy Policy

　　enter

　　Now Playing: The Most Anticipated Games of 2022

　　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 avoid firms that collect personal information from players.

　　As for interest, managing director of Zero Code Dario Raciti told Bloomberg that advertisers would be interested in reaching a new audience, provided that they can convince developers of family-friendly content to let them in. "It's a new thing, just like the metaverse, and everyone rushes to try it out, but for the people who have done gaming and understand the gaming audience, we'll apply a wait and see approach," Raciti said.

　　While video games have largely avoided advertising over the years--especially games with mature and violent content that advertisers prefer to avoid--there have been a few notable examples of in-game promotions. Fortnite has run Air Jordan campaigns, Nike shoes have been featured in NBA 2K22, and Burnout: Paradise even featured ads for former US president Barack Obama's presidential campaign in 2009.

　　Best Free PS5 Games To Play In 2022

　　See More

　　Darryn Bonthuys on Google+