Microsoft’s technology would see ads could be triggered by loading screens, cutscenes, or boss fights.
Microsoft has filed for a patent of a technology which could build in-game ads in PC and Xbox consoles during breaks in play.
Natural pauses in the game, such as loading screens, boss fights, or cutscenes could be identified by the system, which would then insert an ad.
The ‘Contextually Aware Management of Interactive Software Application Access,’ Microsoft’s new patent application, introduces a new special content management system which can analyse in-game experiences to determine a suitable break point.
Players will get an initial period of ad-free access, Microsoft has proposed in its patent application, which could be either a set amount of time like 30 minutes, or after reaching a certain point or level in a game.
Once this time has been reached, the content analysis system will identify an eligible break in play, pause the interaction, and display an ad – either in video or static form.
Once the ad has been viewed, the player can then access another block of free-to-play gaming – much like a mobile game which makes you watch an ad between levels to continue playing.
In-game ads are not a new concept, but this patent focuses on in-game signals on events like checkpoints, menus, level completion, and transitions – points at which the player is not as actively engaged as usual.
This is seemingly a technology designed to find less intrusive times to display ads, looking to find a palatable way to sell ad space in-game.
This is a ‘heinous’ move
The potential of this tech from Microsoft has sparked backlash online, with many players outraged at the thought of in-play ads on a game which they have paid for.
Many users raised concerns over whether this new technology should be implemented, if it will be too intrusive, and said it would be a line too far for them.
“This is how you get me to quit gaming” said Reddit user ventin.
Another user added: “The fact that this is framed as ‘allowing users to earn ad-free time’ rather than ‘forcefully robbing users of standard ad-free experience’ is just heinous.”
Advertising within mobile games is already quite common, but users point out that these are primarily free-to-play, with ads acting as a substitute for a subscription or purchase fee.
Video games, however, are notoriously expensive, with the average AAA game launching at between roughly $59.99–$69.99 (£45-£55).
Patents are often filed by companies who have no real intention to use them, just to cover their bases. Microsoft has not yet announced any concrete plans to introduce the technology.
