Free Xbox Cloud Gaming with ads could arrive in the coming weeks

[Daniel Sims]

What we know so far: Microsoft confirmed late last year that it is internally testing a free, ad-supported tier for its cloud gaming service. Recent leaks indicate that testing is moving quickly toward a new phase, with a public launch potentially planned within the next few weeks.

Sources recently told The Verge that Xbox Insiders will soon be able to test a free, ad-supported tier of Microsoft's cloud gaming service. While Microsoft previously confirmed plans for ad-supported cloud gaming, concrete details remain limited.

The only other official sign from Microsoft is a new loading screen in the Xbox app, which informs users that they can play one-hour sessions with ads. This aligns with reports from October, which suggested that Microsoft would allow five free hours per month, though specifics are likely subject to change.

Following the report, Microsoft confirmed to The New York Times that it is testing ad-supported cloud gaming but provided no further details. According to rumors, non-subscribing users must watch two minutes of ads before starting a session and will have access to a limited game selection. The sample is expected to include retro titles, games available through Free Play Days, and some titles already registered to users' Xbox accounts.

By comparison, GeForce Now's free tier allows one-hour sessions and displays ads in the access queue. Users can stream games they already own from thousands of options across Xbox, Steam, and other major PC gaming storefronts. Google's Stadia, which also offered a free tier, shut down three years ago last week – around the same time Microsoft began proposing ads for Xbox Cloud Gaming.

Microsoft may publicly unveil its free tier during its next Developer_Direct presentation, which begins on Thursday, January 22, at 1 p.m. ET. The stream is expected to provide new information on Forza Horizon 6, the new Fable game, and other upcoming Microsoft titles.

The potential expansion of cloud gaming could signal another pivot away from the traditional console-exclusive business model.

Xbox console sales have declined sharply over multiple consecutive quarters as Microsoft shifts toward a hardware-agnostic approach. New games from traditionally Xbox-only franchises, such as Forza Horizon 6 and Halo: Campaign Evolved, are set to launch simultaneously on PlayStation 5 and Xbox Series consoles this year. Although Microsoft is developing a successor to the Xbox Series consoles, it is expected to function as a hybrid between PC and console.

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Free Xbox Cloud Gaming with ads could arrive in the coming weeks

 

[godrilla]

I mentioned this a few months back. The gaming industry wants to become like Netflix for gaming where you watch an ad to stream low bit rate content just like Netflix. Their end goal is to stream low quality slop with ads.

 

[pietklerckx]

I think there's been ad fatigue for a long time. I can't remember an ad that made me buy anything, let alone remember the product.

 

[Carlos GarPov 00]

Gamers are gonna get furious if they are focused on the game and then suddenly (poof) and ad pops up (which would be many, many many I bet).
Gaming requires concentration and when immersed in and interrupted, the players’ minds are gonna “explode in happiness”. Streaming TV services apply ads cause it is just a transition from aired-cable-satellite Television. It is TV on demand. BUT gaming, we'll see.

 

[godrilla]

Gamers are gonna get furious if they are focused on the game and then suddenly (poof) and ad pops up (which would be many, many many I bet).
Gaming requires concentration and when immersed in and interrupted, the players’ minds are gonna “explode in happiness”. Streaming TV services apply ads cause it is just a transition from aired-cable-satellite Television. It is TV on demand. BUT gaming, we'll see.

Reminds me on ready Player one where ioi board meeting the CEO says we can sell you 80% of the players visual field before inducing a seizure.

 

[yRaz]

I think there's been ad fatigue for a long time. I can't remember an ad that made me buy anything, let alone remember the product.

I've gotten really good at tuning out ads from ad fatigue. I no longer " see" buildboards and if I'm watching a game at the local watering hole, I can't remember a single commercial during the break even if I'm watching them. This wasn't something intentional I tried to do, my brain just started tuning out ads as irrelevant information

 

[AlexIL]

People I lnow in this part of the world either remove ads entirely or ignore services with ads also entirely. Games with ads going to be an epic flop here.


They don’t need you to see ads, that’s not the point. Brain information overload is the target. Overloaded brain loses its capacity to think and resist.

 

[p51d007]

I think there's been ad fatigue for a long time. I can't remember an ad that made me buy anything, let alone remember the product.

Here in my state, "online" gambling went live in December. At least we have a new batch of ads to mute. Instead of 3,405 pharmacy ads for overpriced drugs, now we are hit with 3,405 ads for online sports betting! Yipee! /sarcasm

 

[ZedRM]

Nope! Not this guy anyway. I'll PAY for my games without ads thank you.

 

[Beerfloat]

Ads aren't meant to be seen or remembered. They slowly chip away at you on a subconscious level so that the brands will feel familiar once you're at a point where a purchase might happen.

These free tiers are not for the frugal, unemployed or deprived, because those are uninteresting as advertising targets. They're aiming for kids who may gain disposable income sooner or later.

 

[Jarenien]

I think there's been ad fatigue for a long time. I can't remember an ad that made me buy anything, let alone remember the product.

Pretty much the only ad I've ever seen that has made me actually purchase something is a pizza commercial during a sporting event, but other than that, nope. The truck commercials during sporting events are my favorite, like people are gonna go "Yeah, I REALLY NEED A TRUCK!" and then stop watching the game and go get a truck, like wtf, lmao...

 

[jbright]

This feels like Microsoft testing whether cloud gaming can become the Spotify free of games. Short sessions, limited catalog, and ads as the tradeoff for zero upfront cost might actually make sense for casual players.