Microsoft seems to be looking for more interesting ways to monetize games free-to-play xbox. According to a new report, the Redmond company is studying how to implement a new ad system within free-to-play Xbox games. Apparently, this change would come in the third quarter of this year.
Ad-supported games on Xbox?
According to Business Insider, Microsoft has in hand a new program so that the developers of titles for Xbox can monetize their titles. The program would benefit both advertisers and video game developers, and would make the Xbox platform more attractive to the competition.
The American publication indicates that advertising will be integrated into video games. That is, they will not cut the game to show us an ad like on YouTube, but the advertising will be in accordance with the game. For example, in a racing game, advertising could be on billboards, on car decals, or as sponsors of a particular race or tournament. In fact, this is Microsoft’s biggest concern. The goal, it seems, is for ads not to interrupt gameplay. In this way, both users and advertisers will be in a balance, since there should not be a negative reaction if it is done correctly – not like on YouTube, for example.
Apparently, Microsoft would not be not even interested in taking their share of the proceeds by advertisements for Xbox games. The money would be split between the developers of the titles and the ad networks on which the ads are set. According to Microsoft, what interests them is to create a favorable ecosystem for free games to be developed.
Microsoft also wants those who do not pay for the Game Pass
What can clearly be read between the lines is that Microsoft wants to cover the market that does not consume the Xbox Game Pass. Those from Redmond have taken over multiple studios and franchises in recent years. Now, they have a service that has practically no competition. However, they are still in a technical tie against Sony when it comes to free games. Seeing the success of some free games, it’s not surprising that Microsoft wants to start its own franchises. free-to-play Xbox exclusives. If they did it with war zone, they would kill the goose that lays the golden eggs and everyone would throw their hands up. But if they motivate a developer to create a free-to-play successful and unique to Xbox, no one will criticize the fact that said game is not on PlayStation.
Advertising in video games is nothing new, although they have not always had a positive or neutral public response. For example, in mid-2020, Electronic Arts decided to add ads to UFC 4 a month after its release. The title, which cost about 60 euros, became a kind of teleshopping. The response from the public was overwhelming, and EA had to take a step back. Microsoft knows that it must tread carefully with this matter. For the same reason, the plan will only see the light of day end of this 2022 if it has the approval of the company.
