Microsoft is developing a platform that will allow companies to display ads within free Xbox games, according to a report by Business Insider. Insiders told the magazine that the ads will not disrupt gameplay and may appear on a billboard in a racing game, for example.
It is not clear how Microsoft plans to show the ads, but as Business Insider notes, Microsoft is concerned that the ads could irritate gamers and is therefore planning to build a special market to allow only select brands into the program.
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Sources have also told that Microsoft does not intend to deduct a significant portion of advertising revenue and will instead allow game developers and the advertising company to share the money. It is possible that Microsoft just wants to attract more free game developers to the platform as this will create a new and big source of income for Microsoft.
“We’re always looking for ways to improve the experience for players and developers and we don’t have anything else to share,” a Microsoft spokesperson said in a statement to the magazine.
In-game ads for real-world products may have been fresh today, but with some new generation games costing close to $70 gamers expect an ad-free game — which is likely why Microsoft rolled out its free-only games initiative.