Xbox Patents Ad-Injecting Tech Amidst Job Cuts and Brand Revamp
Microsoft is moving closer to incorporating ads into Xbox games, according to a new patent filed by the company. The patent, titled 'Contextually Aware Management of Interactive Software Application Access,' describes a system that detects specific triggers in games and displays ads accordingly.
The triggers could include loading screens or pauses in gameplay where it makes sense for users to watch an ad. It's unclear whether the ads would be shown to all players or only those on an ad-supported plan, which Xbox has been considering introducing.
Some industry observers believe this technology could lead to more sustainable ad-supported programs for gaming, particularly for free-to-play games where users may be more open to receiving ads. However, others are concerned that injecting ads into premium-priced games will not sit well with consumers.