Last summer, Electronic Arts once again drew the wrath of gamers with the signing of a partnership with PlayerWON, a company specializing in the integration of in video games. In recent months, many publishers have tried it. This was the case with NBA 2K21 or even UFC 3 Ultimate Team where we had the right to pages between two loading screens.
Of course, the players did not appreciate this practice at all and Electronic Arts was even obliged to deny the rumor of the partnership. Today, we learn that Microsoft is developing technology to include in its future games.
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Usually, Xbox is the model student. He is the one who always goes with the players and makes the right decisions. Cross-platform, backward compatibility, smart-delivery or the rejection of NFTs. For several years now, Phil Spencer’s teams have been flawless and show that they listen to the players.
But this time we may face the first small gap of the American firm. Indeed, Kotaku has got hold of a report that states that Microsoft is looking into an program to allow “certain brands” to buy ads that will then appear in Xbox free-to-play games. The American manufacturer nevertheless specifies in its report that these integrations should not “irritate players or disrupt games”.
According to Business Insider, Microsoft wants to integrate the advertisements as digitally rendered billboards into a racing game or an open-world adventure. At the moment we don’t know if the advertisements will only be through images or if they will be videos with sound. However, the launch of this system is scheduled for the third quarter of 2022.
