Following reports earlier this week that Microsoft is considering introducing ads for free-to-play games on Xbox, a new report has surfaced claiming that Sony has been working on its own plans to do the same with its PlayStation games.
According to Business Insider (paywall), which cited three people involved in Sony’s plans as its sources, the company is currently working on ways to encourage developers to keep making free-to-play games — said to have surged in popularity during the pandemic – by offering new ways to monetize them.
Currently, PlayStation’s ad inventory is said to be limited to in-menu ads — which publishers and developers can use to promote their own games on the PlayStation Store — and ads delivered through streaming video on certain apps.
However, Sony is said to be currently working with its ad tech partners to create new advertising opportunities for free-to-play game developers who can serve directly in-game, with the goal of making them feel like a natural part of the experience – such as through sporting events digital billboards in .
The plan, which Sony reportedly started considering 18 months ago — and hopes to launch by the end of the year — could also include options for developers to reward players for viewing ads and promotions with in-game items such as avatar skins.
Business Insider reports that Sony is currently scrutinizing its private-market ad tech company, and has ruled out the possibility of collecting personal information such as emails and names — but on how to opt out of advertising through in-game ads. The company is considering selling data on consumer activity on the PlayStation to developers and publishers, a source said.
Of course, Business Insider did share a similar report on Microsoft earlier this week, claiming that the company is currently considering introducing ads in free-to-play Xbox games in a way that “doesn’t break the gaming experience.”
However, while Sony is reportedly already in talks with partners about its new monetization plan, Business Insider is unclear as to whether Microsoft has already started touting the Xbox offer, or if its plans are still in their infancy. Either way, Microsoft is said to be “playing cautiously” to avoid potential backlash from players.
