Microsoft is testing free Xbox cloud gaming with ads, no subscription required

[Daniel Sims]

In brief: Microsoft's long-teased free, ad-supported cloud gaming option has finally emerged. Recognizing the controversial nature of in-game advertising, the company stresses that it is testing solutions that gamers find tolerable in a bid to lower Xbox's barrier to entry.

For a limited time, Xbox Insiders can now access games they own over the cloud on Xbox consoles, PCs, and mobile devices without subscribing to Game Pass. Microsoft promises that the ads will be unobtrusive.

Users are limited to one-hour game sessions. Ads play before each session, and Microsoft stresses that they will not interrupt the flow of gameplay. To "create value," the company promises that ads will meet the same quality bar as game content, adhere to player expectations for each platform, and maintain clarity about what is being advertised. Microsoft did not specify the test's duration but will improve the system based on player feedback.

Ad-supported free cloud gaming fits Microsoft's plan to offer more affordable gateways to its content. The company's Game Pass subscription service received a significant price hike last year that Microsoft admits pushed 4 million subscribers to cancel.

The company partially reversed the decision soon after the Xbox division's new CEO, Asha Sharma, took over. Xbox has since explored cheaper options, including free, ad-supported programs. Microsoft likely hopes that free cloud gaming can help alleviate affordability challenges since memory shortages – partially caused by the company's generative AI investments – pushed it and other tech companies to raise the prices of game consoles, PCs, smartphones, and other devices.

Reports about Microsoft's free cloud gaming service initially emerged last year, but details regarding advertising and session limits changed over time. Prior rumors stated that the program would limit players to a few hours per month. However, the current test system, which does not appear to limit overall playtime or the selection of games within users' libraries, resembles GeForce NOW's free tier.

Nvidia's service allows users to stream games they own from thousands of supported titles across Xbox, Steam, and other major PC gaming storefronts, displaying ads in the access queue and allowing one-hour sessions. GeForce NOW has been the only notable success in the ad-supported cloud gaming market since the failure of Google Stadia.

To join the Xbox Insider program, download the Xbox Insider Hub on console or PC.

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Microsoft is testing free Xbox cloud gaming with ads, no subscription required

 

[yRaz]

Ad fatigue is real. I'd rather just read a book than voluntarily do anything with Ads.

 

[Phylop]

Ad fatigue is real. I'd rather just read a book than voluntarily do anything with Ads.

If they could get away with it, corporations would find a way to ban paper books and force you onto digital books with an interface that serves ads. Their lame excuse would be that it's better for the environment because it saves paper.

 

[winjer]

Microsoft, ads and streaming. What an impressive turd sandwich.

 

[Win7user]

Yeah, NO! I don't do a cloud anything!

 

[godrilla]

I called it 6 months ago. My information streams are accurate once again.

 

[Kirby1]

Given that it's "free" if you already own the game, I see no problem with it but it just feels like a waste of time. Streaming games isn't something gamers have every really been interested in, I bet there are less people streaming games than there are doing VR.

 

[toooooot]

the Future of Ads in Gaming

1. ads in games' menus, can be static or in form of videos
2. and this is a big one. Every time a game loads an ad plays. This could literally inspire game makers to moke longer loading screens just to fit more ads easier
3. in game billboards, but it is not a very good one for ad buyers because a gamer is not paying as much attention to those because he is focused on gameplay
4. a much better one that eliminates the shortcomings of #3 and is a lot more aggressive. Characters literally advertise products. Every merchant in game is a tool for promoting foods, gadgets, or services. If done right, it would inspire every studio to focus on this way to advertise.
5. Unlikely but they would just play ads every specific period of time just like they do on TV and streaming services. But this is not a smart way, it pissess off people the most and leads them to look for alternative services