- Microsoft has patented a new system to introduce ads during gameplay.
- This tool will identify a break in gameplay and then insert an ad accordingly.
- A rewards system like free-to-play mobile games will also be put in place, with players getting special credit for watching an ad.
With gaming profitability becoming even more marginal thanks to rising memory prices, industry leaders are currently devising new ways of increasing revenue. Cloud Streaming has come up in a lot of conversations, with Take-Two CEO Strauss Zelnick backing the technology to take over from traditional consoles.
However, the most popular idea is arguably in-game ads, and gaming giants like EA are even advising developers to start making titles with advertisements in mind. Now, a new patent suggests that Xbox might have an intrusive new ad format in mind.
Why it matters: Even though there is no certainty that this format will be applied to Xbox consoles, the concept in itself is a slap in the face of every gamer.
According to a patent discovered by Patentlyze, Microsoft has conceptualised a content management system to show ads while users are playing a game. This tool will recognise moments where it’s appropriate to show an ad, for example, when you finish a level.
For this purpose, the unique system can utilise in-game data, API Signals, or a machine learning model to identify these breaks in play and insert an ad. Moreover, this format will also come with a reward system, with players getting special credit after watching an ad that will delay the next interruption for a certain period of time.
For example, if Xbox players watch one ad, the next one won’t show for at least five rounds. Therefore, this content management system is essentially the same thing as free-to-play mobile games that reward players for watching an in-game ad.
No doubt, many patents don’t come to fruition, and there is no guarantee Xbox will implement this in AAA or AA titles. But considering how the company’s CSO has stated that in-game ads should be used to fight rising development costs, the concept doesn’t seem too far-fetched.
Do you think Xbox will become the first company to include advertisements that interrupt gameplay? Is this a risk worth taking? Tell us in the comments below or head to the Tech4Gamers forum for discussion.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devoutly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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