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Microsoft is planning to bring advertisements to free-to-play Xbox games and is currently evaluating adtech companies that could help manage the new in-game ad inventory and work with ad agencies, according to a report. The purported move would allow developers working on free games to sell ad space. It would also be likely to help Microsoft attract more developers to build new free-to-play games for Xbox, as they would get ad revenue through the new model.Citing two people familiar with the development, Insider reports…

Sony is reportedly planning to introduce advertisements to free-to-play games on PlayStation consoles — including the PS5 and PS4 — in a bid to help game developers generate extra revenue. Free-to-play titles increased in popularity during the ongoing COVID-19 pandemic. The news comes days after a report that claimed Microsoft is exploring monetising free-to-play games with advertisements. The promotions could be located in-game, and publishers could reward gamers for watching ads with skins and other cosmetic items,…