Microsoft is making new Xbox advertising technology for games

Microsoft is making new Xbox advertising technology for games

Microsoft is making new Xbox advertising technology for games

A screenshot of Fortnite characters looking at a blank billboard with the Xbox logo.

Image: Xbox / Epic / Kotaku

Raise your hand if you can’t wait to see more ads in your favorite video games? I don’t see hands. Well, bad news: a new report says Microsoft is building an advertising program to give “select brands” the ability to purchase ads that will then appear in free-to-play mode. Xbox games. And while the report says Microsoft and Xbox are careful not to “irritate” gamers or interrupt games, most people are unlikely to like to start seeing in-game ads.

Business Insider relationships that Microsoft wants to partner with adtech companies to create a system that will allow brands and advertisers to buy and place ads in free-to-play Xbox games, according to two people they spoke to. Insider and who are reportedly involved in the ongoing planning and negotiations of the program.

According to these sources, the ads could appear as digitally rendered billboards in a racing game or open world adventure. However, it is currently unknown in what other forms these free-to-play ads might manifest themselves or whether they will include video or audio. Business Insider It also was unable to confirm whether Microsoft and Xbox have begun to feature advertisers and brands on the new advertising system. Regardless, it is expected to launch around the third quarter of this year.

A Microsoft spokesman said so my box that while it is “always looking for ways to improve the experience for players and developers,” the company has nothing else to share about the reported ad system.

Read more: The 24 best games on Xbox Game Pass

As pointed out by Business Insider, Microsoft already sells limited ad space on its consoles through dashboard ads and some in-game advertising offerings through third parties. However, this new program is Microsoft and Xbox’s attempt to expand to more brands that are looking for ways to advertise to the growing gaming audience, many of which are younger, don’t watch cable TV, and have become more and more difficult to reach. It is also suggested that Microsoft wants to woo more free-to-play developers Xbox using these ads.

Interestingly, Microsoft is apparently very concerned with angering gamers who don’t normally expect to encounter commercials in console games. This has led to a more cautious approach where, in an effort to ensure that no ads interrupt gameplay, Microsoft will create a “private market” that only select brands have access to.

Of course, this isn’t the first time we’ve seen companies try to place ads in video games. Irony of fate, Saints Row 2 already tried to do the whole “real world billboard” thing. and it was a very fun and terrible experience. But as free-to-play games get bigger and bigger on consoles and younger gamers become harder to advertise using existing methods, it’s no surprise to see companies looking to place ads in more and more video games.

And since consoles are walled gardens, unable to easily access mods or hacks, it means you can’t just install an adblocker to hide these ads like you do when visiting. my box.

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