August 11, 2022

Microsoft will build an ad system in free games, and it could be a problem for competitors

As Business Insider reports, Microsoft is developing software that could allow Inclusion of advertising in free games, to allow additional revenue channels for developers. It’s a system that could give Xbox an edge over Sony’s Playstation and even Amazon’s Twitch, for some analysts.

The goal, as stated in the American newspaper’s analysis, would be precisely to ensure Other monetization possibilities For developers and publishers, who can get additional resources by selling ad space within free games that are distributed free of charge.

It appears to be a system for placing advertisements directly within the game, in the context of “digitic” so to speak: for example, in a racing game we can find real billboards of companies that have paid for the inclusion of such promotional references.

To be honest, this is not the first time that such an idea and previous attempts have appeared, because the idea of ​​in-game advertising has been around for years. However, the previous examples were not well received by players (among the most recent billboards found in Battlefield 2042). For this reason, Microsoft was aware of the problem and would therefore have assessed the possible negative response from users, but it appears that the software is still a work in progress and could find future applications in Some free games.

The idea is that it can be a kind of ‘private market’, intended only for a few specific brands that become part of the circuit, even if it’s not clear how this should work. Microsoft neither confirmed nor denied it, only commenting vaguely: “We’re always looking for ways to improve the experience for players and developers, but we don’t have anything to share at the moment”.

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