After Microsoft, we now hear from the Sony neighbourhood that some advertising programme for free-to-play games is in the pipeline.

It is somewhat justified since if the Redmond-based is doing something; it is almost certain that the ‘blues’ have such an idea since the free-to-play games where advertising will be possible will be multiplatform (and even cross-play) titles in most cases. Examples include Call of Duty: Warzone, Apex Legends, and even Fortnite.

The exciting thing is that, after Microsoft, Sony’s advertising plans were also covered by Business Insider. According to the site, sources familiar with the plans claim that Sony is already testing with advertising technology partners to help game developers create in-game ads through a software development program. It is intended to encourage developers to stay in the free-to-play genre (their popularity was pushed by the pandemic, as staying at home resulted in a more extensive player base) and thus monetise their work.

It is claimed that the programme could be launched by the end of 2022 (so later than Microsoft’s) and that ads would be delivered to PlayStation games themselves. The goal is to have these ads pop up as part of the game (e.g., LED ads in sports games stadiums). There is also a format that would reward viewers for watching the ad, or they could watch the ads for in-game items (e.g. skins).

The whole thing started being talked about after the launch of PlayStation 5, a good year and a half ago. One source told Business Insider that Sony is strict with advertisers: anything that collects personal data (names, email addresses) is off the table. The difference with Microsoft is that Sony can work on a profit margin to take some of the revenue. Still, no decision has been made yet, and another source said Sony would charge developers and publishers for data linked to PlayStation consumer activity.

It is not official, but it seems realistic…

Source: WCCFTech