Microsoft is reportedly considering allowing advertisers to insert ads into free Xbox games. This program would be launched by the third quarter of this year, and may not appeal to players.
While Xbox consoles currently only allow on the home screen of its consoles, Business Insider reports that Microsoft wants to work with adtech companies to create a system that will allow brands and advertisers to buy and place ads in Xbox free-to-play games.
In-game ads are currently limited because developers have to integrate them during game development or as in-game content after launch. However, Microsoft’s program would allow game creators to designate certain places in the game where ads can appearfor example on billboards in a racing game.
LDiscussions about this apparently started a few years ago, but have accelerated in recent years due to the launch of Xbox Series X and S, as well as the popularity of free games. You can moreover discover our selection of the 10 best free games on Xbox.
Paid games will not be affected by
According to Business Insider sources, only free-to-play games such as Fortnite could accommodate . It remains to be seen whether advertisers will be ready to accept this idea, and how it will be possible for them to personalize their advertisements according to the players. Such an addition could therefore raise questions about the protection of the privacy of players, who may well not appreciate if their habits were to be spied on by Microsoft.
According to BI sources, Microsoft could implement this feature as early as the third quarter of this year. It is interesting to note that Microsoft would not want to take a share of revenue at this time, instead, the revenue is intended to be shared between the game developer and the adtech company. While waiting to learn more, we know that Microsoft is currently working on other new features for the Xbox, such as a family membership for Xbox Game Pass.
Source : Business Insider