Xbox has announced it is kicking off a limited test with Xbox Insiders for ad-supported, free game streaming with select titles.
Those participating in the test will have the option to stream certain games that they already own from their library for free for one hour on devices that support streaming, such as Xbox consoles, certain TVs, PCs, and mobile. Ads will play before the gaming session starts and will not interrupt gameplay. According to The Hollywood Reporter, there will be “up to two” minutes’ worth of ads running, and players can prolong their sessions beyond the allotted hour if they watch another block of ads. This is essentially the same thing that Xbox Game Pass subscribers can already do without the ads, except it’s now available for free if you sign up to the Xbox Insider program.
In an Xbox Wire post, Xbox explains its reasoning for the tier, claiming that while advertising in gaming has existed for decades, it hasn’t always “been built with the player in mind.” Xbox claims to be trying to do advertising well, by creating an avenue for players who may not be able to afford it otherwise to enjoy streaming games for free.
Xbox outlines six stipulations for the types of ads it will run:
- We start with the player. Ads should create value.
- We do not interrupt the flow of gameplay.
- We hold ads to the same quality bar as our content.
- We’re clear about what’s advertising.
- We make sure ads fit what players expect on each platform.
- We’ll learn from this test and continue to improve it based on how players use it and what they tell us. Our goal is simple. Give more people more affordable ways to play.
Given the general trajectory of both Xbox and the industry at large, it’s fair to approach this with a big scoop of skepticism. Xbox has been plotting this move since at least last year, and is following in the footsteps of other services, such as Netflix, that have tried to incorporate more affordable, ad-supported tiers to their subscriptions. Having seen the kinds of ads running on Netflix these days, as well as how and when they pop up during programming, I find it difficult to imagine a company holding to such promises. Especially given that I’ve never really seen what I’d define as a “quality” ad that “created value” for me.
We’ll see in the coming days just what sorts of ads Xbox is trying to run, as well as how that changes over time as the program opens up.