One of the biggest issues facing Xbox and other platforms is “how do we get new users?”
The memorypocalypse drove the Xbox console hardware to record highs. While that led to a jump in Xbox hardware in the short term as people bought the hardware before the price hike, in the long term it looks like fewer consoles will be sold than we’ve seen in a long time.
As free-to-play platforms like Roblox and Fortnite capture audiences on the small end, and older players age and become unaffordable, Microsoft and other companies are trying to figure out how to find new users in a tough climate.
What’s cheaper than the $699.99 Xbox Series X? Well, free xbox games, of course. And that’s what Xbox is starting to test today. Say hello to the long-rumored free, ad-supported Xbox Cloud Gaming section, which contains all your digital content.
We only revealed last year that Microsoft was building a free, ad-powered version of Xbox Cloud Gaming, and now it’s confirmed.
“Today, we’re starting to test an ad-supported way to stream select games from your library for a limited time, available on XBOX Insider,” the Xbox Wire post reads. “During this trial period, XBOX Insiders with an XBOX account will be able to stream their own games for free with ads. Players will have one-hour session limits across all supported devices and regions.”
Microsoft says ads will play before a session starts, and won’t interrupt gameplay during one-hour session slots. Ads will not be included in the middle games are, and will always be an option, focused on Xbox Cloud Gaming. The paid sections of Xbox Cloud Gaming (associated with Xbox Game Pass) will continue to be ad-free forever.
Microsoft’s blog post is clear on its approach to ads, in an effort to prioritize the player-first approach. The idea is completely focused on improving access to Xbox content, without having to buy a (now, very expensive) console. Xbox One users can access titles that have dropped past-gen versions, and developers can reach new audiences. Indeed, any digital game you have purchased that is available on Xbox Cloud Gaming will be available to play with this free tier. There are more than 1,500 titles in the pool as of this writing.
Microsoft outlined its policy approach to free Xbox Cloud Gaming ads this way:
- We start with the player. Ads must create value.
- We do not disrupt the flow of the game.
- We hold ads to the same quality bar as our content.
- We are clear about what we advertise.
- We make sure that ads match what players expect on each platform.
Indeed, Microsoft wants to emphasize that it imposes strict rules on the program species of ads can appear here, too. Given that YouTube and Meta are increasingly featuring mostly useless ads, this is refreshing.
Giving Microsoft always has a principle… of course.
If it helps Xbox and devs get new users and compete with free-to-play mobile games, I’m all for it.
To be completely honest, I got a metric ton of indie gems hidden by Steam advertising on Reddit, Instagram, and X in recent months. If the ads feature high quality games or relevant products, I personally am fine with that.
Too many companies have gone too heavy on the ads, and it has led to a poor overall experience. It’s a piece of feedback that I’m always sharing with higher-ups, even here at our parent company, about ads on the site, as we explore models that will help you avoid ads here while continuing to support our work.
Related: The best controllers for Xbox Cloud Gaming
Developers in the gaming industry, especially on Xbox, are hungry for new users who are willing to go beyond the CODFIFAFORTNITE triptych. If allowing ad-free access helps Xbox and core game devs find new users in a world dominated by free-to-play mobile titles, I’m all for it. But we will have to take a closer look as a community, to stop the ads from finally appearing in other places… let’s hope that Microsoft will remain objective in this regard.
Now, Microsoft … it’s about time you released a direct-to-the-cloud Xbox controller already, huh?
Join us Reddit at r/WindowsCentral to share your information and discuss our latest news, reviews, and more.