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Microsoft wants to allow ads to be placed in Xbox games. Initiated reported on developments last week. The outlet says Microsoft is currently evaluating ad technology partners to help deliver in-game ad placements.
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You might see ads in Xbox games this year
The system will allow developers to place advertisements in Xbox Games which are free. As such, it could provide an additional means of monetization for these developers. InitiatedSources say the ads won’t disrupt gameplay. An example of the sources provided was an in-game billboard in a racing game.
While sources say Microsoft is working on this feature, the company itself did not confirm them when Initiated reach. Instead, he said he was “always looking for ways to improve the experience for players and developers.” However, at that time the company had “nothing else to share”.
So it’s not exactly a no. Initiated said he was unable to confirm from sources whether ads in Xbox games would be available as skins or video ads. The outlet was also unable to determine if Microsoft had yet pitched the idea to advertisers.
The enigma of advertising for games
While ads in mobile games are very common, so are console games. As such, seeing anything about Microsoft’s plans to put ads in Xbox games could be concerning for gamers. This is especially true if Microsoft adds video ads to game lobbies or other areas that “disrupt” gameplay in some way.
Currently, Xbox allows advertisers to purchase ad spots on the Xbox Dashboard. And some games allow them to buy in-game ads. However, the widespread use of ads in Xbox games is not something you see every day. If Microsoft is in fact working on a system that allows it to advertise inside games, we could see a sea change in how free games work on consoles.
Ads in video games have always been a sore point. Mainly because many mobile games abuse advertising activity. Instead of making ads something that fits well into the game, they completely disrupt gameplay. There are ways around this, like the example that Initiated originally registered.
If Microsoft is really working on putting ads in Xbox games, we can only hope the company does it in an immersive way.
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