Microsoft’s acquisition of Activision Blizzard has been a challenging journey. The merger has faced several challenges, such as the FTC’s case against Microsoft and the CMA’s decision to block the deal several months ago.
Despite the challenges, Microsoft has prevailed after beating the FTC in court. However, this court battle has led to a recent leak, revealing Microsoft’s plans after Activision Blizzard is part of Xbox.
While it was clear that Xbox would integrate the Activision Blizzard library into Game Pass, the leaks reveal Microsoft plans to introduce adverts in mobile and PC games.
Why it matters: The adoption of this approach could lead to a cost-effective Game Pass subscription that includes advertisements but is expected to spark controversy and backlash from audiences.
One document from the recent leaks points to Microsoft’s approach to advertising once it gains ownership of Activision Blizzard.
The advertising category lists PC and mobile games as potential targets but only mentions mobile games like Call of Duty mobile, Candy Crush Saga, and Hearthstone.
This could be a reference to future plans, where advertisements are gradually implemented into PC games. Microsoft has previously pointed to a potential Game Pass tier with ads in a survey.
Games like Street Fighter 5 have also experimented with in-game ads, and Microsoft may consider a similar option with blockbuster Activision Blizzard releases like future Call of Duty iterations.
Moreover, the documents mention boosting the Game Pass subscription through the addition of several titles, such as Call of Duty, while extending the Xbox eco-system to create a universal store across devices.
Microsoft’s Audience Network (MSAN), powered by artificial intelligence, provides personalized advertisements to users, and the addition of Activision Blizzard’s data and user base is expected to significantly boost the platform’s capabilities.
The addition of in-game ads might be annoying for gamers since such measures have resulted in outrage in the past.
It is worth noting that plans for in-game ads are not confirmed yet. Following the leaks, Phil Spencer has acknowledged that plans are subject to change and that much of the information in the documents is already outdated.
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[News Reporter]
Bawal is an MBBS student by day and a gaming journalist by night. He has been gaming since childhood, growing fond of the creativity and innovation of the industry. His career as a gaming journalist started one year ago, and his journey has allowed him to write reviews, previews, and features for various sites. Bawal has also been cited in reputed websites such as Screenrant, PCGamesN, WCCFTech, GamesRadar, and more.
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