According to a lot of sources inside the industry, Sony is now testing a new initiative that sells and places ads in free-to-play games and their PlayStation Library through a private marketplace, which will include billboards and other environmental ads. This is very similar to what Microsoft is doing with their Xbox platform. Some details are very chalky as Sony isn’t certain if they will take a slice of any ad revenue and it also might ask studios to pay for data.

The PS5 creator is very strict about screening the ad tech companies that they work with, however, and won’t allow the collection of personal information like email addresses.

This rumor surfaced just a week after Microsoft said that they were planning a very similar strategy with advertisements in their game library.