Sony is building a program to let advertisers buy ads in PlayStation games. From a report: It’s doing testing with adtech partners to place in-game ads, similar to an initiative by rival Microsoft. The program is expected to launch before the end of the year. Sony is working on a plan to put ads inside PlayStation games, sources said, similar to a move by Microsoft to run ads in Xbox. Three people who are involved in the plans said Sony is doing testing with adtech partners to help game developers create in-game ads through a software developer program. The idea is to encourage developers to keep building free-to-play games, which have soared in the pandemic, by giving them a way to monetize them, they said. PlayStation’s current ad inventory is limited to in-menu ads like game publishers promoting their own titles in the console’s store, the sources said. PlayStation also serves ads on streaming video to people who stream via their consoles through apps like Hulu .
