Report: Microsoft looks at advertising in Xbox free games

By AdNews | 19 April 2022
Credit: James Jeremy Beckers via Unsplash

Microsoft is reportedly looking at allowing advertising in some games.

Business Insider quoted sources saying the ads wouldn’t disrupt playing and possibly will appear via in-game billboards or as branded character skins.

Microsoft does sell limited advertising space on its consoles via dashboard ads.

Game news website Kotaku says this new program is Xbox’s attempt to expand to more brands that are looking for ways to advertise to the growing gaming audience, many of whom are younger, don’t watch cable TV, and have become harder and harder to reach.

"Interestingly, Microsoft is apparently very concerned about angering gamers who normally don’t expect to encounter ads in console games," says Kotaku.

"This has led to a more cautious approach where, in an attempt to ensure no ads disrupt gameplay, Microsoft will create a “private marketplace” to which only select brands are given access."

Business Insider says Microsoft won’t use data from search engine Bing and other services for targeted ads on Xbox.

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