Xbox Begins Trials for Ad-Supported Free Cloud Gaming: A Longstanding Tradition in the Industry

Xbox is launching a limited test for Xbox Insiders, allowing players to stream select titles for free with ads.

Participants can stream games they already own for one hour on various devices, including Xbox consoles, certain TVs, PCs, and mobile. Ads will play before the gaming session begins but won’t interrupt gameplay. Reports indicate that there will be “up to two” minutes of ads, and players can extend their gaming time by watching additional ad blocks. This setup mirrors what Xbox Game Pass subscribers currently enjoy without ads, but now it’s available for free to those who join the Xbox Insider program.

In a post, Xbox shared its motivation for this initiative, noting that while advertising has been part of gaming for years, it hasn’t always prioritized the player experience. The company aims to do advertising right by providing a way for players who might not afford it otherwise to enjoy free game streaming.

Xbox has laid out six guidelines for the types of ads it will feature.

Given the current trends in the gaming industry, it’s reasonable to approach this with some skepticism. Xbox has been considering this move since at least last year, following the lead of other services like Netflix, which have introduced ad-supported tiers. Observing the types of ads on Netflix and their timing during shows makes it hard to believe that a company will stick to its promises about quality and value in advertising.

As the test progresses, it will be interesting to see what kinds of ads Xbox implements and how they evolve over time.