PlayStation is testing the waters for its own advertisement program.
Sony wants to encourage developers to create free-to-play games by adding this new way to monetize them beyond microtransactions and battle passes.
The goal for Sony is for the ads to fit in with the rest of the game, like putting real-life ads on billboards in virtual sports stadiums. Sony is also looking into rewarding players for watching ads and promotions with in-game items, including avatar skins.
And according to IGN, Xbox is reportedly planning to launch its advertising program by the third quarter of 2022. It could include ads showing up as rendered billboards in racing games, for example. The profits will be shared between the game developer and ad company.
However there are some concerns about the program, how companies will be able to track gamers and their purchasing habits after seeing the ad in-game. And, some advertisers may want to avoid promiting their product in games with violent content.