Ads may be heading to Microsoft's suite of free-to-play games that include Overwatch 2, Halo Infinite, and Call of Duty: Warzone.
Microsoft has patented a system that would allow games to display non-disruptive ads dynamically, and it seems to be aimed at further commercialising free-to-play games.
As per a report by Respawn First, the system works by giving players a period of ad-free playtime. Once this ad-free period expires, the game will open a window and briefly display “promoted content”.
The system is said to be intelligent in how it displays its ads so as not to disrupt the gaming experience. They could appear during downtime, such as between cutscenes, during loading screens, or when entering a menu.
The game itself will be frozen while an ad is being displayed. Once the ad has been shown, the ad-free playtime resets, giving players another period of uninterrupted gameplay before the next ad is triggered.
The description appears to work similarly to how ads are displayed in free-to-play mobile games and applications. Some applications display ads every time you load into the app or after you complete a level, and even offer in-game currency or rewards if you choose to watch an ad.
The biggest difference appears to be how and when the ads are displayed, as Microsoft’s patented system is said to pick the most appropriate moments to serve an ad without disrupting the gaming experience.
What games could be affected by this commercial system?
While this is only a patent application, it could signal Microsoft’s plans to further monetise its free-to-play games. The tech giant owns many of the world’s most popular games, with its free-to-play titles specifically including Overwatch 2, Halo Infinite, and Call of Duty: Warzone.
The patent could also mean Microsoft may reconsider some of its paid products and potentially turn them into free-to-play games, with a new monetisation method in hand.
