Microsoft has filed a patent for a system that allows PC and Xbox games to serve advertisements during game sessions, seemingly without disrupting gameplay.
The patent, published 3rd September in the US (via Respawn First), is described as “context aware” and relies on what it calls an “ad credit” system. It works by recognising “trigger events” in a game, which then cause an advert to be shown.
When the advert is shown, the game is suspended, similar to how many free-to-play mobile games operate today. As with those games, ads are shown in segments the system recognises as downtime. The patented technology appears to be somewhat aware of what’s happening in the game, allowing it to, in theory, not disrupt actual gameplay. Loading screens, end-of-round screens and the moment when a mission or quest is finished are cited as potential examples.
The credit system, incidentally, assigns players chunks of ad-free time, and when each block of time expires, the game shows promoted content.
Although the application of such technology remains a mystery, Microsoft has indicated in the past it is exploring different ways for players to access its software, services and hardware. Indeed, Microsoft has already started testing an ad-based tier of Xbox cloud gaming.
A recent rumour said the company is working on shaking up Xbox Game Pass tiers yet again, as well, this time to introduce a cheaper, ad-supported tier – a first for the subscription service. Microsoft did not directly deny the rumour, saying it “regularly tests different Game Pass offerings and looks at what works best for players in different markets”.
