Xbox tests ad-supported game streaming — one hour free, but with ads

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Xbox is testing a new "ad-supported" version of its game streaming service, which will frontload advertisements at the start of a session, folding additional monetization into gaming time.

Microsoft announced the program today, July 23. Xbox Insiders who signed up for the platform's early access features can now test ad-supported streaming for "a limited time."

"During this test period, XBOX Insiders with an XBOX account will be able to stream games they own for free with ads," the company clarifies. "Players will have one hour session limits across supported devices and regions."

Microsoft maintains that "the core game experience is unchanged" once you get through the initial ads. Additionally, this ad tier is "optional" and "players can choose other ways to play at any time."

Some games and gaming services have had ads for many years, and platform holders are increasingly experimenting with more ways to monetize screen time and space.

Microsoft reckons advertising in gaming "hasn’t always been built with the player in mind," but insists that, "when done well, advertising can help lower the cost of access," loosely echoing the ad-supported tiers of TV and movie streaming services.

After this test for streaming, Microsoft says it will "continue to improve it based on how players use it and what they tell us. Our goal is simple. Give more people more affordable ways to play."

The company lays out the core pillars for "ad-supported services across Xbox," indicating that this is not a one-off experiment.

In short, Microsoft says such ads should "not interrupt the flow of gameplay," must be held to "the same quality bar as our content," should be "clear" about what's being advertised, and ought to suit "what players expect on each platform."

In the starchiest bit of corporate speak, Microsoft stresses, "We start with the player. Ads should create value." Players: they love value.

Following eyebrow-raising comments last month, Xbox's new chief strategist Matthew Ball explained that in-game ads that interrupt gameplay would be a bad idea.

Earlier this month, EA advertising VP Alexander Dao argued that in-game advertising is a "huge opportunity" for many developers.