Xbox has begun testing advertisements that play before gameplay sessions for cloud-streamed games, including titles players already own. The trial, announced on Xbox Wire, is available to members of the Xbox Insider programme and allows users to stream select games at no extra cost but with ads. Sessions are limited to one hour.
Trial details and player reaction
The announcement stresses that ads will only appear before a session starts, not during gameplay. However, the move has drawn criticism, as in-game ads have historically been unpopular. NBA 2K21 faced heavy backlash for unskippable ads in loading screens despite costing over £85, and EA quickly removed similar ads from UFC 4 after severe pushback.
Xbox argues that advertising can lower access costs. 'When done well, advertising can help lower the cost of access,' the company stated. 'It creates another way for players to get into games without an upfront streaming purchase and expands audiences through new ways to play.' The company added that 'ads should create value.'
Broader industry trends
Microsoft is not alone in exploring in-game ads. EA has openly discussed incorporating ads into both premium and free-to-play games, focusing initially on sports titles like EA Sports FC 27. Alexander Dao, EA's vice president of advertising and sponsorship, told The Game Business: 'It has to make sense for the game. It's easier to imagine what that looks like with sports because what you're really trying to do is mirror the real-world experience.' He cited a collaboration with fashion company Coach for The Sims 4 cosmetics as a positive example.
Xbox's trial comes as Microsoft plans to raise Xbox console prices from August 1. The company frames cloud streaming as a way to reach players without consoles, particularly in regions where hardware is expensive or hard to find.
Potential impact on gamers
The trial does not specify how many ads will play per session. Analysts note that a single ad at the start of a long gaming session may be less valuable to advertisers compared to frequent ad breaks on TV or YouTube. Critics argue that this is another attempt to monetise games without raising prices, similar to microtransactions and special editions.
