{"id":804898,"date":"2026-08-06T19:02:11","date_gmt":"2026-08-06T19:02:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/804898\/"},"modified":"2026-08-06T19:02:11","modified_gmt":"2026-08-06T19:02:11","slug":"sonys-looking-to-bring-more-ads-to-playstation-and-fans-wont-like-it","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/804898\/","title":{"rendered":"Sony’s Looking to Bring More Ads to PlayStation, and Fans Won’t Like It"},"content":{"rendered":"

\"Sony's<\/a> Image: Push Square<\/p>\n

Sony may be looking at ways to incorporate ads<\/a> from \u201cnon-endemic\u201d brands into its console, as the company increasingly looks for ways to maximise profits.<\/p>\n

Digiday<\/a> spotted a series of new job listings posted last month by the platform holder, which imply it\u2019s looking to explore new advertising opportunities across the PlayStation ecosystem.<\/p>\n

One role based at its headquarters in San Mateo specifically seeks a Director of Client Partnerships<\/a>, which would be responsible for partnering with major brands and selling emerging ad opportunities.<\/p>\n

It\u2019s perhaps worth noting that these could encompass a broad range of strategies, including PS Plus<\/a> partnerships, PS Store<\/a> placements, or even collaborations on content.<\/p>\n

But I think crucial to the job listing is that it specifically mentions \u201cnon-endemic\u201d brands, meaning the scope here extends beyond promoting upcoming games like GTA 6<\/a> and Call of Duty: Modern Warfare 4<\/a>, and is instead looking at non-gaming products, like Coca-Cola or McDonalds.<\/p>\n

This isn\u2019t Sony\u2019s first dalliance with console advertising: it controversially added commercials to WipEout HD<\/a> on the PS3 all the way back in 2008 \u2013 although these were promptly pulled from the game after a negative reaction.<\/p>\n

EA recently announced plans<\/a> to bolster its in-game advertising, as it looks for ways to service the debt caused by its $55 billion leveraged buyout<\/a>, which closed this week.<\/p>\n

But to be fair to the American publisher, its games \u2013 like EA Sports FC 27<\/a> and Madden NFL 27<\/a> \u2013 do naturally lend themselves to advertising.<\/p>\n

While PlayStation is forecasting record breaking profits<\/a> for this current fiscal year, it\u2019s clear the company is feeling the pinch in an economic environment that\u2019s not particularly favourable right now.<\/p>\n

There\u2019s a feeling that the console market has stagnated, with younger players preferring evergreen games on mobile and PC, like Minecraft<\/a> and Roblox<\/a>.<\/p>\n

Moreover, games are becoming increasingly more expensive to make, while hardware prices have skyrocketed on the back of a component crisis caused by AI-led demand. It\u2019s expected the PS6 will cost over $1,000 at this point<\/a>.<\/p>\n

Sony\u2019s solution has been to squeeze its most loyal customers, raising the prices of PS Plus and even recently announcing the death of physical games<\/a>, guaranteeing it gets control of the sales environment for games on its console.<\/p>\n

Ads could be the next step towards monetising its increasingly frustrated playerbase, but I think we\u2019d need to wait to see how they\u2019re integrated.<\/p>\n

Fan sentiment is at the lowest it’s ever been right now, so I don\u2019t think shoving Big Macs in our faces before we boot Battlefield 6<\/a> is going to go down too well.<\/p>\n

[source careers.playstation.com<\/a>, via digiday.com<\/a>]<\/p>\n

\tSee Also<\/p>\n

\"Sammy<\/p>\n

As the Editor of Push Square, Sammy has over 15 years of experience analysing the world of PlayStation, from PS3 through PS5 and everything in between. He\u2019s an expert on PS Studios and industry matters, as well as sports games and simulators. He also enjoys RPGs when he has the time to dedicate to them, and is a bit of a gacha whale.<\/p>\n","protected":false},"excerpt":{"rendered":"Image: Push Square Sony may be looking at ways to incorporate ads from \u201cnon-endemic\u201d brands into its console,…\n","protected":false},"author":2,"featured_media":804899,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[7263,1015,40472,1014,74],"class_list":["post-804898","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-industry","tag-ps5","tag-ps6","tag-sony","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/804898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=804898"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/804898\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/804899"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=804898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=804898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=804898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}