internal sources of Microsoft claim that the company is developing a program to help brands place banner ads inside free Xbox games. Companies could thus purchase ad inventory to secure space on virtual billboards. In this way it seems that Microsoft is creating a “private market” to limit ads to brands while not interrupting the gaming experience.

“The program will allow advertisers to reach consumers through in-game ads that do not interrupt the gaming experience.”

Microsoft is apparently still looking for ad tech companies to build the catalog and help with placement. However, the debut might not be long in coming, as the show could be launched between the months of July and September. Microsoft would not confirm or deny the plans. But in a statement to Business Insider, a spokesperson said Microsoft was constantly striving to “enhance the experience“from developers and gamers, but who didn’t have”nothing more to share“.

The show could irritate gamers worried about ads for real-world products appearing in fictional universes. Nevertheless, this focus on free-to-play titles could prove crucial. This could help developers make money from free games without relying too heavily on paid content like skins, season passes, or loot boxes. That, in turn, could persuade creators to make Xbox-centric games rather than build for PlayStation or Switch. Without going any further, advertising, although in a more aggressive way, has helped make it normal for most mobile games are free as well as profitable to develop.

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