Microsoft has started a test for their free, ad-supported version of cloud gaming where users will be able to select and stream games straight from their library which would be accompanied by ads, although the company has assured that ads won’t interrupt the flow of the gameplay and will play before the start of a session. Members of the Xbox Insider program will be able to stream supported titles with ads in one-hour session limits across different regions where players can stream their games.
The core gameplay experience remains absolutely untouched and unaffected by the supported ads, as mentioned earlier and moreover, participation is completely optional and players can even opt to play in other ways at any moment they want.
According to Microsoft, the test is aimed at providing players more affordable ways of playing on their owned devices and it was only available internally to employees of the company till last year, before being rolled out to the public for a new round of tests.
“For many players, the device they already own now allows them to stream games with Xbox,” Microsoft stated. “Cloud can also help Xbox One owners play newer games built for Xbox Series X|S without needing to purchase new hardware right away. That can be especially meaningful in places where consoles are harder to find or less affordable, giving more players another way to access great games on devices they already have.
“Advertising has existed in gaming for decades, from in-game placements to free-to-play models. But it hasn’t always been built with the player in mind. When done well, advertising can help lower the cost of access. It creates another way for players to get into games without an upfront streaming purchase and expands audiences through new ways to play.
Microsoft also detailed some of it’s key pillars for their new initiative:
- We start with the player. Ads should create value.
- We do not interrupt the flow of gameplay.
- We hold ads to the same quality bar as our content.
- We’re clear about what’s advertising.
- We make sure ads fit what players expect on each platform.
And besides all of that, Microsoft has stressed that ads are entirely optional and players are also able to bypass all ads via subscribing to a paid tier of Xbox Game Pass or by buying the games altogether.
