LogInAccording to a recent report, Microsoft is working on a new program that would allow brands to showcase ads within Xbox free-to-play games. The company plans to integrate ads in a seamless way so that it wouldn't disrupt gameplay.
Apex Legends
Microsoft is reportedly building a new program that would allow "select brands" to showcase ads within Xbox free-to-play games. According to a recent report from Insider, the company does not intend to charge a commission on the proceeds from ads, so all funds earned should go to the developers and advertising companies.
It is currently not clear how exactly Microsoft is planning to implement advertisements, although Insider's sources noted that the ads would not be too obtrusive – for instance, they might appear on a billboard in a racing game. Besides, to prevent ads from getting too out of the game and disturbing the players, Microsoft is going to give access to its tools only to those advertisers who pass the selection.
Fortnite
The report reads that Microsoft does not plan to use the data that it collects from Bing and other services for targeted ads on Xbox. According to the sources, tools for implementing advertising may be presented in the third quarter of 2022, although they didn't confirm whether Microsoft has already shown its developments to advertisers.
Apparently, the company might use the new program to draw more developers of free-to-play games to its platform in order to bring more revenues apart from microtransactions. In a comment to Insider, a Microsoft spokesperson said: "We are always looking for ways to improve the experience for players and developers but we don’t have anything further to share."
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