New job openings at the company show that Sony wants to expand the PlayStation ecosystem for advertising not directly related to games. The company is looking for a Client Account Director who will establish relationships with major brands and sell them advertising opportunities within the platform.
This may not only involve in-game advertising. Sony is considering partnerships with companies, placing offers in the PlayStation Store, promotions for PS Plus subscribers, and other advertising formats.
Particular attention was drawn to brands "outside the gaming industry." This means that Sony could collaborate with companies like Coca-Cola or McDonald's.
A similar experiment was already conducted in 2008 – ads appeared in WipEout HD on PS3, but due to negative player reaction, they were quickly removed.
Now Sony is looking for new revenue streams: the company has raised PS Plus prices, is focusing on digital sales, and is gradually moving away from physical media.