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Microsoft creates new Xbox ad technology for games

Screenshot of Fortnite characters looking at a blank billboard with the Xbox logo.

pictureXbox / Epic / Kotaku

Raise your hand if you’re excited to see more ads in your favorite video games? I do not see a hand. Well, bad news: a new report claims that Microsoft is building an advertising program to give “select brands” the ability to purchase ads that appear next for free. Xbox games† And while the report notes that Microsoft and Xbox make sure that players don’t “stir up” or disrupt games, it’s unlikely that most people will enjoy watching in-game ads.

interested in trade Reports Two people who spoke with Microsoft said Microsoft wants to work with ad technology companies to create a system that allows brands and advertisers to buy and place ads in free Xbox games. from the inside They will participate in the planning and ongoing negotiations of the programme.

According to these sources, ads can appear as digital billboards in an open-ended racing or adventure game. However, it is currently unknown in what other forms these free ads may appear, and whether they will contain video or audio. interested in trade He also couldn’t confirm whether Microsoft and Xbox had started promoting advertisers and brands on the new ad platform. Anyway, the launch is expected around the third quarter of this year.

A Microsoft spokesperson said: Kotaku While the company is “always looking for ways to improve the experience for players and developers,” the company had nothing else to say about the reported ad system.

Read more: Top 24 Games on Xbox Game Pass

As shown or as specified or as indicated interested in tradeIn fact, Microsoft sells limited advertising space on its consoles through dashboard ads and certain in-game advertising deals through third parties. However, this new program is Microsoft and Xbox’s attempt to expand to more brands that are looking for ways to advertise to a growing gaming audience, many of whom are younger, cable-free, and increasingly difficult to reach. It is also suggested that Microsoft wants to attract more free game developers X-Box Use these ads.

Interestingly, Microsoft is apparently very concerned about annoying gamers who wouldn’t normally expect to see ads in console games. This has led to a more cautious approach where, in an effort to ensure that ads are not turned off during gameplay, Microsoft will create a “private marketplace” that can only be accessed from select brands.

Of course, this isn’t the first time we’ve seen companies trying to place ads in video games. sarcastic, Saints Row 2 Already tried to implement all “real world billboards” It was a very funny and wonderful experience. But as free games on consoles continue to grow, and it becomes increasingly difficult to advertise to younger players using existing methods, it’s no surprise that companies are looking to place ads in more and more video games.

And since consoles are closed gardens, and don’t have easy access to mods or hacks, that means you can’t just install an ad blocker to hide these ads like you do when you visit Kotaku

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