Sony Interactive Entertainment might be preparing for a global advertising division for PlayStation, signaling a fundamental shift in how the gaming giant plans to make money. According to a report from Digiday, the company is aggressively expanding a full-scale advertising operation across the entire PlayStation ecosystem. By unlocking ad revenue, Sony hopes to maintain developer profitability without continually shifting the burden onto gamers through higher game prices. The clearest evidence of this shift comes from a series of senior job postings pointing toward a significant expansion of Sony’s internal ad business. This role spans across the entire PlayStation network, covering programmatic ads, connected TV, and free ad-supported streaming TV.