Microsoft has filed a patent for a system that would allow advertisements to be displayed during downtime within PC and Xbox games. This proposed technology aims to integrate ads during moments such as loading screens, end-of-round segments, or when a mission concludes, similar to practices seen in many free-to-play mobile titles.
The patent, published on September 3rd, describes a "context aware" system that utilizes "trigger events" within a game to initiate the display of an advertisement. When such an event is recognized, the game would be temporarily suspended to show the ad. A complementary "ad credit" system is also outlined, where players are granted periods of ad-free gameplay, with promoted content appearing once these blocks of time expire.
While the specific implementation and deployment of this system remain unclear, Microsoft has previously indicated its interest in exploring diverse methods for players to access its software, services, and hardware. This initiative aligns with previous moves, such as the testing of an ad-based tier for Xbox Cloud Gaming. Furthermore, recent rumors suggest Microsoft is considering significant changes to Xbox Game Pass, potentially including a more affordable, ad-supported subscription tier, a first for the service. Microsoft has acknowledged exploring various Game Pass offerings to determine what best suits players in different markets.