Xbox exec wants to use ads to open up new access points, not just to collect money

Microsoft's gaming execs offer clarifications on the future of Xbox and how ads could be involved.

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Xbox's new strategy exec Matthew Ball discussed how ads could open a new frontier for games, sending mixed messages on what's actually coming to the platform. These freeform discussions can treacherous for business executives because everyone is watching Xbox right now, and there are thousands of influencers that are sharing info with fans, often with their own interpretations of the stories that don't always adequately reflect the facts.

Ball has now issued clarifying statements to put players at ease--there's no plans to start interrupting gameplay with interstitial ads. What Ball is describing is more like NVIDIA's GeForce Now streaming offers, free access in exchange for ad viewing.

"I personally believe interrupting the gameplay experience would be bad," he says.

"In the interview, I am asked about a comment I made before being hired at XBOX, then state that I was only 10 days into the role, and that I am not stating the company's plans or beliefs.

"What I do say is that ads should be used to offer more affordable alternatives alongside today's ad-free experiences, in the hopes more could play as a result. Similar to how Netflix and Disney+ have ad-tiers with all the same content, but at half the price or so.

"At no point do I even mention in-game ads."

Building off of what Ball is saying, Microsoft is expected to launch free ad-supported version of its Xbox Cloud Streaming in a bid to boost earnings and to get games out in front of more people.

This might be an issue if Microsoft can't shore up the control schemes for certain cloud games--in the FTC v Microsoft trial of 2023, it was revealed that the cloud streaming venture largely didn't take off because the console games that are streamable do not have the best input controls on mobile devices, deterring players.