PlayStation users could see more advertising on Sony’s gaming platform as the company appears to be expanding its advertising business.

Recent hiring activity at Sony Interactive Entertainment points to the creation of a dedicated advertising operation within PlayStation. A report by Digiday found several Sony job listings linked to advertising, including one referring to a newly established PlayStation advertising organization.

The development has sparked speculation that Sony could eventually introduce advertisements across PlayStation services or games. However, Sony has not confirmed plans to show ads on PS5 consoles or in GTA 6.

The move would give Sony another potential source of revenue at a time when game development costs are rising sharply and the industry continues to face layoffs.

Advertising is already being explored by other major gaming companies as a way to generate additional income without relying entirely on higher game or subscription prices.

For now, it remains unclear where PlayStation ads could appear, whether they would affect paid games such as GTA 6, or whether players would have the option to skip them.