Microsoft's Ad-Interrupted Gaming Patent Stirs Controversy

Microsoft has filed a patent application for an adtech system that would interrupt gameplay at 'promoted content trigger events', essentially freezing the game to display ads. According to the application, dated September 3, the system would interact with the game engine to serve ads at set intervals when these trigger events occur, such as during cutscenes or loading screens. The ad-view-as-transaction event would allow users to 'pay' for continued gameplay by watching an ad.

The system's goal is to minimize interruptions and make ads more tolerable for gamers. However, critics may argue that this approach still disrupts the gaming experience. Microsoft cites its own testing of an ad-supported game-streaming process as a potential benefit, allowing users with outdated devices to play newer games for free after watching an ad.