Sony Microsoft adverts

Sony and Microsoft plan for in-game adverts TheSixthAxis

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A report from Business Insider suggests Sony and Microsoft are working on new systems that will allow them to place adverts within their free to play titles, allowing them to monetise them even further.

Stop me if you’ve heard this one before because I’m damn sure I have written this exact same story multiple times over the last ten years or so. Like this, or this, or this, all of which were either cancelled rather quickly or just faded into obscurity.


It is said that the adverts would be non-intrusive, for example on billboards within the games rather than a 30 second video for Pizza Hut playing before you can get in to a deathmatch. Business Insider say that Sony have partnered with an advertising firm and the plan has been worked on for almost two years. Microsoft have already tried the model before when then purchased in-game ad firm Massive Inc back in 2006, but they eventually shut shop in 2010.

However, it’s not like Sony and Microsoft are swamped in free to play titles to place adverts in. Rumours suggest that Sony will be focussing on that area of gaming with multiple projects for PlayStation 5 coming out in the next year or two, with whatever The Last of Us Part II’s cut Faction content was now being turned in to a free to play title. There are also rumours Guerrilla are working on something, possibly a free to play version of SOCOM.

Sony also recently bought Bungie which does have a free to play version of Destiny 2 but I honestly can’t see how they would fit adverts in that universe. There again, giant billboards advertising the latest Ford Focus don’t make any sense in the post pandemic world of The Last of Us either.

It is reported that Sony’s initiative will be in place by the end of the year, rather less is know about Microsoft’s plans.

Source: GI Biz 1/2 Business Insider 1/2


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