Sony gears up for a global PlayStation ad push with new leadership hires

Sony is building a global PlayStation advertising unit, hiring for roles in client partnerships and ad operations to monetize the PlayStation ecosystem through programmatic, FAST and CTV ads in multiple markets. The effort follows earlier attempts at in-game advertising and is part of a wider industry push as competitors Xbox and EA develop their own ad businesses; analysts say gaming ad spend lags time spent but offers strong growth potential if Sony builds the necessary infrastructure while addressing gamer ad aversion.