Sony and Microsoft are both devising programs that would see ads appear in PlayStation and Xbox games, according to a report.
According to sources speaking with BusinessInsider, Sony is currently testing with adtech partners to help developers insert ads in free-to-play games as a way for studios to monetize titles.
Currently, the ads are limited to in-menu, and Sony intends to put the plan into place by the end of 2022. The ads would eventually be inserted into PlayStation games, but they would appear as part of the game, similar to a digital billboard. The report goes on to state that players who watch ads could be rewarded with in-game items such as skins.