If our colleagues are not yet able to say if Microsoft is already in negotiation with certain brands, according to them, Sony Interactive Entertainment would also be interested in this in-game advertisement. It is even specified that the Japanese manufacturer has been thinking about it since the launch of the PS5, and that, like Microsoft, the priority would be not to alienate players. It should be said that the attempt of Electronic Arts with EA Sports UFC 4 was not a great success, just like that of Capcom with Street Fighter 5; except that there, it was about two pay games. Free mobile applications full of advertising messages do not create controversy, which probably explains why Sony Interactive Entertainment and Microsoft are (initially?) targeting free-to-play.
To encourage users to watch the spots, and ensure that the pill goes better, rewards could be offered but nothing has been decided yet. Whether on the side of Sony Interactive Entertainment or Microsoft, we would consider launching the operation before the end of this year, the primary objective being to allow the studios to boost their income. If the Japanese manufacturer would still consider whether or not to take a commission, Microsoft would have already waived it so that the developers and the advertiser share the revenue.
Finally, remember that the Xbox console interface already regularly displays advertising messages, whether or not you have an Xbox Live Gold account.
