In-game commercials are a fairly common practice – but especially in the mobile world, where smartphone games try to force players to watch commercials to get more ‘life’ (i.e. another attempt to move a stage) and the like. In recent years, advertisements have been sold on Xbox, which are displayed on the console’s main screen, and not in games, and are actually sold by the American Yahoo and the Israeli Anzu. But within the games themselves, Microsoft has been careful not to display advertisements, and even now, according to the sources, it does so very carefully.
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This caution is expressed in the fact that the company wants to limit the advertisements to free games only – that is, those that the players do not pay for and their developers have no other way to profit from them; It will limit the advertisements to those that do not interfere with the game – that is, they will be displayed in “reasonable” places, such as on roadside billboards in racing games, next to the field in sports games or on billboards in the streets in games where the player walks in a virtual city; Microsoft does not even intend to open the “Advertising Exchange” of games to any company, but only to companies it chooses itself; And in a very uncharacteristic way, it probably does not intend to take a percentage of the revenue from these advertisements, but rather to allow the game developers and the managers of the closed “advertising exchanges” to divide the revenue between them.