Microsoft begins testing ad-supported Xbox Cloud Streaming

For quite a while now, we had been hearing various leaks and rumours pertaining to Microsoft’s Xbox Game Pass, with insiders claiming that the console maker is planning to offer some form of ad-supported game streaming tier. Though yet to be officially announced, Microsoft has now unveiled that it is testing “an ad-supported way to stream select games from your library for a limited time.”

Taking to the Xbox Wire blog to make the announcement, ‘Team XBOX’ officially unveiled their first test for this long-rumoured ad-supported game streaming tier, writing:

“Today, we’re starting to test an ad-supported way to stream select games from your library for a limited time, available to XBOX Insiders. During this test period, XBOX Insiders with an XBOX account will be able to stream games they own for free with ads. Players will have one hour session limits across supported devices and regions.”

Speaking on their mentality behind this decision, Microsoft continued, “Advertising has existed in gaming for decades, from in-game placements to free-to-play models. But it hasn’t always been built with the player in mind. When done well, advertising can help lower the cost of access. It creates another way for players to get into games without an upfront streaming purchase and expands audiences through new ways to play. For brands, this only works if showing up here adds to the experience, not takes away from it.”

Seemingly built as an alternative to Xbox Game Pass, Microsoft promises that ads will only appear ‘before’ the session itself begins, meaning players shouldn’t encounter any distractions mid-game. That said, with the 1 hour time limit currently in place, sessions will wind up being interrupted regardless.

Of course, cloud streaming isn’t free for Microsoft, and so it seems they believe having an ad-supported version could bring in additional revenue in its own right, while also hopefully drawing players into the full fat Game Pass experience.

As with other insider programs, Microsoft will be monitoring feedback, and so it will be interesting to see what the final form of this ‘Ad-supported Game Streaming Test’ winds up looking like.

KitGuru says: What do you think of this latest announcement? Does it entice you in any way? Would you rather stream your games using remote play without ads, or cloud streaming with ads? Let us know down below.

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