Xbox explores innovative methods for integrating advertisements into games.

Xbox seems to be exploring some intriguing yet potentially frustrating ideas for its player community. Recently, a patent was filed that outlines a system for in-game advertisements. This “ad credit” system is designed to trigger ads based on specific conditions: when a player surpasses a designated amount of ad-free gameplay and when they reach a natural pause point, such as during a loading screen.

The patent, titled “Contextually Aware Management of Interactive Software Application Access,” details how it would function. Upon starting the game, players would receive a credit for uninterrupted playtime. Once this credit is exceeded and a “promoted content trigger event” occurs—like a loading message or a pause—the game would temporarily take control away from the player to display an ad. After the ad finishes, control is returned, and the credit resets.

While Microsoft hasn’t clarified which types of games might utilize this technology or the likelihood of its implementation, the mere concept is likely to raise eyebrows among gamers. It’s possible that these ads could be limited to free-to-play titles or games offered at lower prices; however, many players would find it unacceptable to pay a premium price for a game only to be interrupted by ads.

Last year, Microsoft announced plans to increase game prices to $80, starting with The Outer Worlds 2. The backlash was significant enough that the company retracted this decision, stating it wouldn’t implement the price hike for any games in 2025.

Microsoft has faced challenges recently, including a major announcement in July about cutting 1,600 jobs immediately, with another 1,600 layoffs planned for the following fiscal year as part of a significant restructuring. The company also severed ties with four of its studios—Double Fine, Ninja Theory, Undead Labs, and Compulsion Games. Xbox head Asha Sharma hinted at these layoffs in a concerning letter titled “Next 100 Days: Xbox Reset,” where she discussed the division’s declining annual revenue and ongoing issues with hardware components.

The company is looking to integrate ads into its gaming experience.