Raise your hand if you’re excited to see more ads inside your favorite video games? I don’t see any hands. Well, bad news: A new report claims that Microsoft is building an advertising program to give “select brands” the ability to purchase ads that will then appear in the free-to-play mode. Xbox games. And while the report says Microsoft and Xbox are being careful not to “annoy players” or disrupt gameplay, it’s unlikely most people will enjoy starting to see ads in games.
Business Insider report that Microsoft wants to work with ad technology companies to create a system that allows brands and advertisers to buy and place ads in free-to-play Xbox games, according to two people who spoke with Insiders and those believed to be involved in the planning and ongoing negotiations of the program.
According to these sources, the ad could appear as a digitally displayed billboard in an open-world adventure or racing game. However, it is currently unknown in what form these free-to-play ads may manifest or whether they include video or audio. Business Insider Nor could it confirm whether Microsoft and Xbox had begun introducing advertisers and brands on the new ad system. Despite that, it’s expected to launch sometime in the third quarter of this year.
A Microsoft spokesperson told Kotaku that while it is “always looking to improve the experience for players and developers”, the company has nothing more to share about the reported advertising system.
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As pointed out by Business Insider, Microsoft sold a limited amount of ad space on its console through console advertising and some in-game ad deals through third parties. However, this new program is an attempt by Microsoft and Xbox to expand to more brands looking to market to a growing gaming audience, many of whom are younger, don’t watch cable and increasingly difficult to access. It also suggests that Microsoft wants to call for more free-to-play developers to Xbox using these advertisements.
Interestingly, Microsoft seems to be very concerned about angering gamers, who would not normally expect to encounter ads in console games. This has led to a more conservative approach, where, in an effort to ensure no ads disrupt the gameplay, Microsoft will create a “private marketplace” where only a select few brands are available. newly granted access.
Of course, this isn’t the first time we’ve seen companies try to include advertising in video games. Ironically, Saints Row 2 tried to do the whole “real world billboard” thing and it was a very funny and terrible experience. But as free-to-play games get bigger and bigger on consoles and it’s becoming harder for younger players to advertise using existing methods, it’s no surprise to see companies are find ways to place ads in more and more video games.
And because dashboards are walled gardens, mods or hacks are not accessible, that means you can’t just install an ad blocker to hide these ads like like when you visit Kotaku.
