Microsoft Eyes AI-Powered In-Game Ads with Patent Filing
Microsoft has filed a patent application for an 'ad credit' system that can contextually deliver ads to players during natural stopping points in games. This system, called a 'contextually aware' content management system, determines when to launch a short 'promoted content' window and reward the player with more ad-credit. According to the patent application, players would start a game with a specific amount of ad-free playtime before an ad delivery system launches.
This new approach builds on Microsoft's recent Xbox ad tests, which allowed users to stream games for free by watching ads instead of paying for a Game Pass subscription. The company has struggled to grow its Xbox business, and under the direction of new CEO Asha Sharma, is attempting to 'reset' its approach to gaming.
The patent application was filed on September 3rd, and comes as Microsoft begins restructuring its gaming division, cutting jobs and management layers. Microsoft's goal with this system is likely to integrate more AI-powered advertising elements into its legacy gaming business.