Microsoft's In-Game Ad Plan: Pausing Gameplay for Commercial Content

Microsoft is working on integrating in-game ads that will pause gameplay to display commercial content. According to a patent application, the company's new ad format will use machine learning models and in-game data to identify suitable moments for advertising during gameplay.

The system can analyze various events such as completing levels or online matches to determine when to display ads. After watching an ad, players may receive rewards that postpone the next ad display for a certain period or number of in-game events. This model is similar to what's seen in mobile free-to-play games, where watching an ad grants rewards.

The patent application also mentions that during ad displays, the game may be paused or restricted at the operating system level to prevent continued gameplay. Microsoft has been testing a similar concept for Xbox Insider participants, allowing them to stream some owned games from their library for free with ads shown before starting the session.