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Some PlayStation games could feature in-game ads by the end of 2022

Sony could let developers run ads in their games by the end of 2022 (image via Sony)
Sony could let developers run ads in their games by the end of 2022 (image via Sony)
A new report says that Sony is working with ad tech companies to run ads in some PlayStation games. It will help developers of free-to-play games better monetize their creation. Players will also be able to engage with the ads and receive in-game rewards.

A report from Business Insider suggests that Sony could run ads in some of its PlayStation games. Sony wants to open up new monetization avenues for developers who make more free-to-play games by allowing them to run ads that can then be viewed for in-game rewards such as currency or cosmetics. The concept of rewarding users for interacting with advertisements is far from new and has been common practice on Android and iOS games for quite some time.

The report adds that Sony plans to run in-game ads on PlayStation by the end of 2022, although it doesn't mention whether they'll be restricted to free-to-play games. That decision will likely be left to the developer, especially in the case of story-driven offline games. One such game that comes to mind is Death Stranding, which wasn't very subtle about its partnership with Monster Energy. However, all promotional material seems to have been cut out in the game's Director's Cut.

Not too long ago, EA got itself into some hot water for running unsolicited ads in UFC 4, a popular fighting game. The fact that review copies of the game didn't include said ads indicated that they were tacked on later. Although it is unlikely that Sony will go down this route, such a move could generate a lot of backlash, especially when the cost of a console (US$500), a game (US$70, on average) and annual subscription fees for online play are considered.

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Source(s)

Business Insider (paywalled)

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> Expert Reviews and News on Laptops, Smartphones and Tech Innovations > News > News Archive > Newsarchive 2022 04 > Some PlayStation games could feature in-game ads by the end of 2022
Anil Ganti, 2022-04-20 (Update: 2022-04-20)