Sometimes companies develop the pieces of software to achieve the same goals. This time around, Sony and Microsoft could be in the same side of the street wit this.
Apparently, both companies are creating solutions to integrate advertisements in free-to-play games. The idea behind this movement is to offer a new way to monetize this type of games encouraging developers to create free-to-play titles if they desire it. Currently, Sony and Microsoft offer ads just in their console’s dashboards.
The goal is to offer this technology ready for the end of this year, 2022. Both companies are planning to create a private market for the selection of the ads ahead their publication. The main difference is that Sony must decide if they want a commission for the incomes generated by the ads for this and Microsoft is not interested in it (right now).