Xbox is testing advertisements on streamed games that players already own, potentially making cloud gaming less appealing. The trial is part of the Xbox Insider programme, allowing users to stream select games they own for free with ads, but sessions are limited to one hour.
Ads only before gameplay
According to an announcement on Xbox Wire, ads will only play before a gameplay session starts, not during the game. Xbox stresses that this applies only to streaming certain titles, and the ads are not meant to interrupt gameplay mid-mission.
Xbox argues that advertising can lower costs and expand access. "When done well, advertising can help lower the cost of access. It creates another way for players to get into games without an upfront streaming purchase and expands audiences through new ways to play," the company said, adding that "Ads should create value."
Industry trend
This is not the first attempt at in-game ads. NBA 2K21 faced criticism for unskippable ads in loading screens despite a high price, and EA removed similar ads from UFC 4 after backlash. EA has recently discussed incorporating ads into its games, including sports titles like EA Sports FC 27.
Alexander Dao, EA’s vice president of advertising and sponsorship, told The Game Business: "It has to make sense for the game. It’s easier to imagine what that looks like with sports because what you’re really trying to do is mirror the real-world experience." He cited a collaboration with Coach for The Sims 4 as a positive example of branding.
Xbox did not specify how many ads will play per session. The trial comes as Microsoft plans to increase Xbox console prices from August 1.
