Although in general we all like that there are free gamesAlthough in many cases this elimination of its price is associated with the presence of micropayments or other strategies to compensate for earnings, in many other cases it means the presence of relatively invasive advertisements in them. Although, as we have seen in recent years with the League of Legends World Championship, there is still a middle ground for Introduce advertising to games without harming the game.

And Riot doesn’t seem to be the only one interested in this system. As they shared from Business Insider, it looks like Microsoft will be exploring ways to provide a platform to integrate ads directly into some of its free or free games. in the Xbox ecosystem. Sources say Microsoft is currently negotiating with advertising technology experts build a new advertising platform that will insert ads into specific games which could include third party payments such as Fortnite, CoD: Warzone or Rocket League.

As in League of Legends, this one showed us one of the possible formats in which these ads would arrive and which would be displayed inside some digitally rendered billboards inside the building itself a game that, although almost always in the eyes of players, does not interfere with the gaming experience. However, we have seen other not very positive reactions to similar tactics in the past, such as the actual ads included in the NBA 2K21 replays.

Although advertising technology is one of the most lucrative aspects of mobile gaming, Microsoft’s goal may be to increase visibility and engagement rather than make money. In fact, it is surprising that leaks indicate a great deal Microsoft would not even be involved in the distribution of advertising revenuebut all these direct benefits would be given to game developers and publishers, as well as to the advertising agencies in charge of these events.

For his part, for now they did not want to confirm or disprove these plans from the Xboxalthough it is worth recalling the latest statement by a company spokesman who assured that from Microsoft «We are constantly looking for ways to improve the experience for gamers and developers«.