Microsoft might be working on bringing in-game ads to free-to-play games if a new report is to be believed.
According to the report from Business Insider (thanks GameSpot), Microsoft is building a program to let brands advertise in Xbox games. At the moment, the tech company is figuring out which adtech companies can create the in-game inventory. And it’s also looking for ad agencies to place the ads. All of which comes from two people who are involved in the talks.
Apparently the program aims to boost Xbox’s limited ad inventory by adding more games that brands can advertise in. This in turn allows more developers to sell ad space, should they so choose.
Business Insider’s sources claim that ads would show up as, for example, digitally rendered billboards in a car racing game. Though apparently Business Insider was unable to learn if Xbox might offer things like avatar skins or video ads that play in gaming lobbies. And it also did not learn if Microsoft has pitched this ads program anywhere yet. The sources also expect this capability to be live by the third fiscal quarter.
Players might not respond too kindly to ads in their games though. A few years ago, Capcom placed ads in Street Fighter 5 just to advertise other Capcom related things. And players didn’t like it. So it’s unlikely that real ads placed in games would be particularly welcome.
Update: In other news, now it looks like PlayStation wants to potentially wants to put ads in its games too.
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Featured Image Credit: Microsoft