Microsoft Seeks to Inject Context-Aware Ads into Games

Microsoft has filed a patent for an ad-supported system that shows context-aware ads during natural game breaks, such as loading screens and cutscenes.

The system would use game-state information to identify non-disruptive moments for advertising, rather than inserting ads on a fixed timer.

Players would earn credits for uninterrupted playtime, which could grant additional ad-free periods until certain gameplay milestones are reached.

The patent explores the application of this rewarded-ad model in PC and console games, similar to what is commonly seen in mobile gaming.