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soon ads in free-to-play games?



Microsoft is reportedly working on an advertising integration program for its free-to-play games.

In the 21st century, advertisements are everywhere. While they are increasingly present on all media, especially digital, video games may not escape it. After the PlayerWON rumors that arose last year, it’s Microsoft’s turn to get people talking. Indeed, according to Insider, the firm is in the process of designing a special program, aimed at helping brands to integrate advertisements into its free-to-play video games.

The principle is simple: brands would be authorized for a fee to place their advertisements on in-game billboards. For the moment, it seems that this new program is very secret and above all very closed. Brands eligible to purchase virtual space would be hand-picked to degrade the gaming experience for players as little as possible.

In view of the little information provided, we do not yet know if the advertisements will be confined to the “photo” format, or if we will be able to see video formats or even more immersive formats such as sponsored skins for example. According to Insider’s sources, it won’t be long before we find out, the hot project will soon come to a head.

Indeed, the media speaks of a launch date from the third quarter, which extends from July 1 to September 30. In other words, we should be entitled to this new integration by the summer of 2022. Be careful though, these rumors have not been confirmed or denied by Microsoft, so they should be taken with a pinch of salt.

Will the pill pass to the players?

If the advertisements are generally unwelcome by players because they are considered intrusive, Microsoft will try to put the odds on its side. Indeed, targeting free-to-play games is already a good starting point because it justifies the arrival of ads as a cause for funding. The studio will therefore not force players who have purchased a game to have to undergo continuous advertising, which is already good news.

However, we do not yet know if the firm will be able to correctly and subtly integrate its advertisements so that it does not bother the player. If the billboards are generally rather discreet, we have already experienced very problematic pop-up image issues before with other studios, so we are not immune to anything.

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