- Sony is developing software that will allow advertisers to purchase ads on PlayStation games.
- Similar to the initiative of its competitor Microsoft, adtech has been experimenting with partners to put ads in the game.
- The project is expected to be launched by the end of this year.
Sony is launching ads Play Station Sources said the games were similar to a move Microsoft to run ads on Xbox.
Three people involved in the project said they were experimenting with Sony Autech partners to help game developers Sports Classifieds Through the software developer program. The idea is to encourage developers to create free games that are on the rise, giving them a way to monetize, they said.
Sources said that PlayStation’s current list of advertisements is limited to advertisements in the list such as game publishers their own titles on the console store. PlayStation also offers ads
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Sources said that the new project, which is expected to be launched by the end of 2022, will place advertisements within PlayStation games, which will be sold via a private market. The goal is for ads to appear as part of the game, like digital billboards in sports stadiums. Ads can include ads that reward visitors for viewing ads and ads for game items such as Avatar Skins.
Sources said Sony has not yet decided whether or not to cut revenue. One said it was also considering charging developers and publishers for data on consumer activity on PlayStation.
Sony did not respond to requests for comment.
Sources said Sony started talking regarding creating an ad plan on PlayStation 18 months ago following the launch of its latest generation PS5 console. One said that refusing to collect personal information such as emails or names is perfectly consistent with ad technology companies tracking.
Tario Rassetti, managing director of Omnigam’s gaming and sports division, said advertisers might be interested in the idea of placing ads in front of gamers who find it difficult to access traditional ads. But he doubted that PlayStation and Xbox ad programs, as described by Insider, might track players and measure the actions they took following viewing the ad. He said it would be difficult for ad technology companies to allow developers to place ads on popular games, while many advertisers would prefer to avoid appearing in games with mature or violent content.
“This is something new, like metawares, that everyone is rushing to try, but for people who play games and understand the gaming audience, we will use a wait-and-see approach,” Receipt said.
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