Microsoft May Bring Ads To Game Loading Screens
The tech giant has filed a patent for a system that waits for natural breaks in gameplay before showing commercials.
Claudio Borquez Arias, Shutterstock
As Microsoft restructures its gaming business under new Xbox CEO Asha Sharma, it has reportedly filed a patent for a system that could show ads during gameplay and use in-game events to decide when they appear.
The idea is that players would start with a certain amount of ad-free playtime, and when that time is almost over, the game could wait for a natural pause, such as after a boss fight, cutscene, quest, or during a loading screen. The game would then temporarily pause to display an advertisement. After watching the ad, the player would receive additional ad-free playtime, called an "ad credit," allowing them to keep playing before another ad appears. Here's the abstract for "Contextually Aware Management of Interactive Software Application Access":
"A content management system may obtain a promoted content trigger event from an interactive software application based at least partially on content of the interactive software application. A content management system may suspend a user's interaction with the interactive software application based on the promoted content trigger event.
A content management system may obtain promoted audiovisual content. A content management system may present the promoted audiovisual content to the user. A content management system may commence the user's interaction with the interactive software application.
A content management system may establish a credit based at least partially on the promoted audiovisual content, wherein the credit delays suspension of the user's interaction with the interactive software application during a credit duration.
Contextually Aware Management of Interactive Software Application Access
You can find the full document here. If the system is eventually used in games, it seems most likely to be implemented in free-to-play titles.
However, like other patents, Microsoft's new ad system is not a confirmed feature and could be changed or never implemented at all. For example, Sony has previously filed patents for a self-censorship tool, a system to reduce online lag by predicting player behavior with AI, the ability to revisit game moments when streaming, and an AI assistant who will play the game for you when you're stuck.
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