Even Sony Is Considering Putting Ads In Its Games
Sony seems to be joining in with Xbox's plan to introduce advertisements for free-to-play games, as the gaming industry faces some major changes.
21st Apr 2022 09:05
Epic Games | PlayStation
Even Sony Is Considering Putting Ads In Its Games
Sony seems to be joining in with Xbox's plan to introduce advertisements for free-to-play games, as the gaming industry faces some major changes.
21st Apr 2022 09:05
Epic Games | PlayStation
Last week brought the revelation that Xbox has plans to integrate ads into the free-to-play games on its platform, to an industry-wide eyebrow-raise.
It's an idea that feels predatory, and as though the industry is starting to take advantage of the successes of the likes of Fortnite and Roblox - and the company hasn't really done much to reassure audiences that it's a good idea.
Microsoft suggested that the ads would feel subtle to each of their games, using billboards in racing games as an example - but for good reason, players still aren't that keen on being advertised to in their favourite games. And now, it looks like Xbox isn't alone.
Sony Is Also Considering Ad-Laden Games
According to sources who are speaking to Bloomberg, it looks like Sony started work on an advertising project similar to the one planned out by Xbox a whopping 18 months ago.
The project is reportedly currently in testing with adtech partners to assist developers in integrating ads further into their games, with the expectation that the project will be taken up by free-to-play titles primarily.
The goal is similar to that of Xbox's - to introduce advertising to the games in a way that feels "natural" to each game, without any intention of taking the route of obnoxious advertising seen in many mobile games.
It's an idea that fans haven't been too keen on - but, as will be of no surprise to anyone, advertisers themselves seem keen.
Advertisers Are Interested In Bringing Ads To Free-To-Play Games
The managing director of Zero Coe Dario Raciti seems keen to enter video games as an advertiser, he revealed to Bloomberg. "It's a new thing, just like the metaverse, and everyone rushes to try it out, but for the people who have done gaming and understand the gaming audience, we'll apply a wait and see approach," he said.
It seems like advertisers are playing it safe, but are still interested in getting into free-to-play games - which means it's probably on the way. A new era of free-to-play is coming in hot, and it's about to make some companies very wealthy indeed. How bleak.
About The Author
Joseph Kime
Joseph Kime is the Senior Trending News Journalist for GGRecon from Devon, UK. Before graduating from MarJon University with a degree in Journalism, he started writing music reviews for his own website before writing for the likes of FANDOM, Zavvi and The Digital Fix. He is host of the Big Screen Book Club podcast, and author of Building A Universe, a book that chronicles the history of superhero movies. His favourite games include DOOM (2016), Celeste and Pokemon Emerald.
