Although a few days ago it was announced that Microsoft plans to add advertising to free Xbox gamesit has now been announced that Sony Interactive Entertainment will continue the same steps with PlayStation games.

According to a new report from Business Insider, the move is intended to incentivize developers to continue making free-to-play titles, giving them another way to monetize them and, just like on mobile, rewards could be offered in exchange for viewing advertisements. It is claimed that Sony has yet to decide whether to take a cut of ad revenue and may charge partners for consumer behavior data in PlayStation games.

Billboard in Grand Theft Auto V for PlayStation

“The goal is for the ads to appear as if they were part of the game, like digital billboards in sports stadiums,” the report said. “Formats could include ads that offer viewers rewards for viewing the ads and promotions for in-game items like avatar skins.”

“The new initiative, which is expected to launch in late 2022, would put advertisements within the PlayStation games themselves, which would be sold through a private marketplace,” the sources said. “The goal is for the ads to appear as if they are part of the game, like digital billboards in sports stadiums. Formats can include ads that offer viewers rewards for viewing the ads and promotions for in-game items such as avatar skins.”