2024-05-13 09:02:34
After introducing ads in the Start menu, Microsoft will advertise its own services in the Windows 11 settings. And this time it applies to Xbox Game Pass.
Microsoft continues to show ads in Windows 11, or “recommendation cards” as they are called by the company. After introducing announcements in the Start menu itself (thankfully disabled), Microsoft will promote its own services in the Windows settings.
Ads in Windows 11 settings
This new feature will be part of the 24H2 update expected for the second half of 2024, but some features can already be tested by Windows Insiders members on the Dev channel. Update KB5037864 deployed since this weekend marks the arrival of an entirely new type of advertising in Windows 11, this time in the settings menu.
Source: Microsoft
This will be present on the system settings homepage and will invite you to subscribe Xbox Game Pass if you are not already a member of the service and regularly play video games on your PC. Please note that this “recommendation card” only appears on Home and Professional editions of Windows 11 and only if you have linked a Microsoft account to your machine.
The hunt for Game Pass subscribers on PC
In a context where console sales are in freefall and content and services support Microsoft’s financial health, this update is in line with Microsoft’s strategy. If the acquisition of Activision Blizzard boosted the company’s latest financial resultsXbox Game Pass remains a priority, especially on PC where Steam is still largely dominant.
Recently, Microsoft has made significant improvements to its Xbox app on Windows bringing the experience closer to the Steam experience, with more in-depth community aspects and a major visual overhaul. In this context, all that remains is to convince PC users to subscribe to Game Pass in Windows 11. At the risk of once more appearing as a service pusher.
At least this ad won’t appear when Steam launches. For now.
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