Microsoft will build an advertising system into free games, and that could be a problem for competitors

As Business Insider reports, Microsoft is developing software that could enable Inclusion of advertising in free games, to provide additional revenue channels for developers. It’s a system that could give Xbox an edge over Sony’s Playstation and even Amazon’s Twitch, some analysts say.

The objective, as indicated by the analysis of the American newspaper, would be precisely to ensure Other monetization possibilities For developers and publishers, who can obtain additional resources by selling advertising space in free games distributed for free.

It seems to be a system for placing advertisements directly in the game, as part of the “digital” so to speak: for example, in a racing game we can find real billboards of companies that have paid for the inclusion of such promotional references.

To be honest, this isn’t the first time such an idea and previous attempts have popped up, as the idea of ​​in-game advertising has been around for years. However, previous examples have not been well received by players (among the most recent billboards found in Battlefield 2042). For this reason, Microsoft was aware of the problem and would therefore have evaluated the possible negative response from users, but it seems that the software is still under development and may find future applications in Some free games.

The idea is that it can be a kind of “private market”, intended only for a few specific brands that are part of the circuit, although it is not clear how this should work. Microsoft has neither confirmed nor denied it, only commenting vaguely: “We are always looking for ways to improve the experience for players and developers, but we have nothing to share at this time”.

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