One of the big existential crises facing Xbox and other platforms is “how do we find new users?”
The memorypocalypse has driven Xbox console hardware to record highs. While that has led to an Xbox hardware bounce in the short term as people buy hardware before price hikes, longer term it’s looking like fewer consoles will be sold than we’ve seen in a long time.
As free-to-play platforms like Roblox and Fortnite capture audiences on the younger end, and older gamers become aged and priced out, Microsoft and other companies are trying to figure out how to find new users in a tough climate.
We revealed exclusively last year that Microsoft was building a free version of Xbox Cloud Gaming, powered by ads, and now it’s confirmed.
“Today, we’re starting to test an ad-supported way to stream select games from your library for a limited time, available to XBOX Insiders,” the Xbox Wire post reads. “During this test period, XBOX Insiders with an XBOX account will be able to stream games they own for free with ads. Players will have one-hour session limits across supported devices and regions.”
Microsoft says that ads will only run before the session starts, and won’t interrupt gameplay during the one-hour session slots. The ads won’t be inserted into games, and it’ll remain entirely optional, focused on Xbox Cloud Gaming. The paid tiers of Xbox Cloud Gaming (associated with Xbox Game Pass) will continue to be ad-free in perpetuity.
Microsoft’s blog post is clear on its approach to ads, with an attempt to put forward a player-first approach. The idea entirely revolves around improving access to Xbox content, without having to buy a (now, very expensive) console. Xbox One users can gain access to titles that have dropped past-gen versions, and developers can potentially access an all-new audience. Indeed, any digital game you’ve purchased that is available on Xbox Cloud Gaming will be available to play through this free tier. There are well over 1,500 titles in the pool as of writing.
Microsoft outlined its policy approach to Xbox Cloud Gaming free-tier ads as thus:
- 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.
Indeed, Microsoft wants to emphasize that it is imposing some strict rules on the types of ads that can show up here, too. Given that increasingly YouTube and Meta feature ads that are often wildly beyond irrelevant, this is a refreshing take.
Providing Microsoft remains principled … of course.
If it helps Xbox and devs find new users and compete with free-to-play mobile games, I’m all for it
Being completely honest, I’ve discovered a metric ton of hidden indie gems via Steam advertising on Reddit, Instagram, and X in recent months. If ads actually feature high-quality games or relevant products, I’m personally all for it.
Too many companies went way too hard on ads, and it led to a degraded experience overall. It’s a piece of feedback I’m constantly sharing with higher-ups, even here at our parent company, about ads on the site, as we explore models that will help you guys avoid ads here while continuing to support our work.
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Developers in the gaming industry, particularly on Xbox, are starving for new users willing to move beyond the CODFIFAFORTNITE triptych. If allowing free access with ads helps Xbox and core game devs find new users in a world dominated by free-to-play mobile titles, I’m all for it. But we’ll have to keep an eye on it as a community, to stop the ads eventually appearing in other places … let’s hope Microsoft remains principled on this one.
Now, Microsoft … it’s about time you released that direct-to-cloud Xbox controller already, huh?
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