Sony reportedly planning to advertise in PlayStation games

According to a report by Insider, Sony is reportedly working to bring ads to free-to-play PlayStation games. The ads will appear in the game and are meant to give game developers a way to monetize their work and encourage them to create free-to-play games.

In-game ads are expected to launch by the end of the year and will appear in inconspicuous places within the game, such as billboards. Players can also receive rewards for viewing ads, and the ads will be sold through a private marketplace, Insider reports. Sources told Insider that Sony has yet to decide whether it will take a portion of the ad revenue, but is looking at making developers and publishers pay for consumer data.

Sony did not immediately respond to a request for comment.

Reports of Sony's plans follow news last week that Microsoft was reportedly planning to do something similar with free-to-play Xbox games, which was also reported by Insider. Sources told Insider that advertising in the free-to-play Xbox game is expected to begin later this year, and that Microsoft isn't planning to cut revenue.

As the Insider reports, advertisers may need some convincing to join the program. Ads displayed next to mature or violent content can be a concern, and it can be difficult to keep track of what users do after viewing in-game ads. According to Insider, the potential for ads to annoy gamers is also a concern for Microsoft.