Xbox is Planning a New System to Show Ads During Gameplay
Xbox is making headlines with a new system for displaying ads directly during gameplay. A new patent obtained by Microsoft describes a structure that can identify opportune moments when gameplay isn’t interrupted and place ads at those points. The system hasn’t yet been implemented in Xbox consoles or a specific game. However, the method described in the patent is quite similar to the ad-for-reward systems we see in free-to-play mobile games.
Xbox Could Place Ads During Idle Moments in Gameplay
According to the patent, the system could use in-game data, API signals, or machine learning models to understand when a player isn’t actively controlling the action. For example, it could display ads when a level is completed, a round ends, or when the player briefly steps out of the action.
The more interesting aspect is the reward system. When a player watches an ad, they can earn a special credit that will prevent them from seeing new ads for a certain period of time. For example, scenarios are described where a player who watches one ad doesn’t encounter any new ads for the next five rounds. This structure strongly resembles the “watch ads and earn rewards” model in mobile games.
Of course, there’s an important detail: the fact that a patent has been granted doesn’t necessarily mean the system will be used. Large technology companies file patent applications for hundreds of different ideas over the years, and a significant portion of these never become actual products. It’s also unclear whether the system is aimed at free-to-play games, cloud gaming, or full-priced titles.
Nevertheless, the fact that Microsoft executives have considered in-game ads as a potential revenue model to counter rising development costs in the past suggests this patent isn’t entirely random. Whether Xbox will actually use such a system is unknown, but the idea of ads interrupting gameplay is already unlikely to be well-received by players.
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