Microsoft Patent Filing Proposes In-Game Advertising System for Xbox and PC
On September 27, 2026, Microsoft submitted a patent application for a system that pauses gameplay to show advertisements during idle moments, offering players "credits" for uninterrupted gaming sessions. The tech giant is exploring the possibility of incorporating ads into console and PC games. However, this patent is merely an application and does not ensure implementation. In July 2026, Microsoft trialed a program that allowed Xbox Insiders to access games for free by viewing advertisements. While ad-supported gaming is prevalent in mobile platforms, this patent raises issues regarding ads in traditionally ad-free purchased games. The video game sector has emerged as a significant entertainment industry, engaging millions. Moreover, PlayStation revealed plans for fully digital games beginning January 2028.
Key facts
- Microsoft filed a patent application for a system that interrupts gameplay to show advertisements.
- The system detects downtime such as after a boss, a quest, or a cutscene to launch an ad.
- Players would receive a "credit" of uninterrupted playtime for watching an ad.
- Microsoft has marketed the Xbox console for 20 years.
- The ads would target games on console and PC.
- In July 2026, Microsoft tested a scheme with Xbox Insiders streamers to play a game for free by watching a few minutes of advertising.
- Watching ads to play has existed for years in mobile "freemium" games, which remain free and generate revenue for developers.
- The report was published on 27/09/2026 by RFI.
- PlayStation announced fully digital games from January 2028.
Entities
Institutions
- Microsoft
- Xbox
- Xbox Insiders
- PlayStation
- RFI
- Carglass
- YouTube
- Spotify