We got a new clue about Xbox's ad ambitions
A recent Microsoft patent filing suggests Xbox is exploring a system to insert rewarded video advertisements into streaming gameplay. The model would offer players incentives, such as uninterrupted gameplay time, in exchange for watching ads.
Why it matters
This indicates a potential shift in gaming monetization strategies toward mobile-style rewarded advertising, which could impact user experience.
Bloomberg/Getty Images A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . You've just set down your Xbox controller after wiping out the final boss. Now, time for an ad! The folks at Patentlyze made me aware of a recent patent filing from Microsoft that hints at Xbox's in-game advertising ambitions. The filing, published earlier this month, outlines a concept for a content management system that would detect appropriate breaks in streaming gameplay — like completing a level — to insert an ad. Gamers could be rewarded for watching the ad with a credit that offers a set period of uninterrupted gameplay. The usual patent caveats apply. Companies like Microsoft file many patents, and they don't always materialize as products or indicate active business priorities.
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