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Guess who patented a new system for in-game ads
Microsoft has patented a system for showing adverts in PC and Xbox games during natural pauses, such as loading screens, menus or transitions. The idea is to reduce disruption by giving players periods of advert-free gameplay in return for watching adverts, potentially creating a new revenue stream for free-to-play games.
The patent describes software that monitors game activity and waits for suitable “trigger events” before displaying an advert, while freezing gameplay so players cannot lose progress. It may use game data, application programming interfaces or machine-learning systems to determine when players are inactive, but a patent does not mean the technology will necessarily be implemented.
In short
- Microsoft patented a less disruptive in-game advertising system.
- Adverts would appear during natural breaks in gameplay.
- Watching adverts could earn players ad-free playtime.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Proponents would reasonably argue this system offers a practical compromise for free-to-play game economics. Games require revenue to sustain development, and placing brief adverts during existing gameplay pauses—loading screens, menus, transitions—where players are already inactive minimises disruption to the core experience. Players gain ad-free gameplay in exchange for watching commercials during dead time, a straightforward transaction that could make games more sustainable whilst reducing pressure for aggressive monetisation schemes like predatory battle passes or loot boxes.
The case against
Critics would contend this represents an unwelcome normalisation of advertising in one of the few entertainment mediums largely free from endemic commercialisation. The concern transcends mere inconvenience: establishing this precedent risks gradual expansion of ad frequency, artificial creation of pauses to generate opportunities, invasive data collection through ad systems, and the principle that no space remains exempt from commercial pressure. Rather than solving monetisation sustainably, it compromises the integrity of interactive entertainment by signalling that advertising belongs everywhere.
Explained simply
Microsoft has patented a technology that would display adverts to players during natural pauses in PC and Xbox games, such as loading screens or menus. The system is designed to interrupt play as little as possible by showing adverts only when players are already waiting or inactive.
Games that are free to download and play have become increasingly common in the video game industry, and publishers often rely on advertising and in-game purchases to make money rather than charging players upfront. This creates pressure on developers to find new ways to display adverts without frustrating their audience.
Companies regularly patent new technologies to protect their inventions, though a patent does not guarantee the technology will actually be used in games. The system could offer developers a potential revenue source whilst giving players uninterrupted gameplay in return for watching adverts.