Sony may be looking at ways to incorporate ads from “non-endemic” brands into its console, as the company increasingly looks for ways to maximise profits. Digiday spotted a series of new job listings posted last month by the platform holder, which imply it’s looking to explore new advertising opportunities across the PlayStation ecosystem. This isn’t Sony’s first dalliance with console advertising: it controversially added commercials to WipEout HD on the PS3 all the way back in 2008 – although these were promptly pulled from the game after a negative reaction. There’s a feeling that the console market has stagnated, with younger players preferring evergreen games on mobile and PC, like Minecraft and Roblox. Ads could be the next step towards monetising its increasingly frustrated playerbase, but I think we’d need to wait to see how they’re integrated.