Microsoft Submits New Patent Proposing Ads in Games — Possibly for Xbox?

Trisha Kae Andrada, Tech Times 16 December 2022, 10:12 am

Microsoft has reportedly filed a patent for technology that might enable it, and perhaps other game publishers, to provide tailored in-game advertisements, as revealed in a Resetera post via Gamesual.

This may not be a big shock, given that several games have previously collaborated with various brands, namely Balenciaga-Fortnite, Seiko-Pokemon, and Tag Heuer-Super Mario partnerships, among others.

Personalized Ads in Games

According to The Gamer's article, the patent explains how the addition of this tech will not interfere with the fun of playing.

These advertisements will appear in a specific area in the gaming environment, which might be anything from a billboard in a city to a radio station.

Since the report says "personalized in-game ads," this means that the ad materials a player will see are more pertinent to them.

One scenario described in the grant application is a soccer-like game in which digital advertising banners blanket the whole field. Sponsors and advertisers often use this strategy, so the games might utilize the same technique to provide targeted ads to the players.

Following this line of thought, the filing implies that this kind of advertisement may display on a character's clothes during the character customization phase.

The document also notes that this technology would increase the interest and immersive enjoyment factor of the accessible games, and customization possibilities are anticipated. This is significant given the rising popularity of cloud-based games. Reportedly, users are more likely to engage with games that incorporate elements relevant to their interests.

Is it Meant for Xbox?

Reports claim that this appears to be the advertising platform for Xbox that Microsoft has been promising for some time.

As per PCMag, Microsoft's Xbox Series S is already out, and it is a gaming system that requires an active internet connection to play games.

Game Pass Ultimate, on the other hand, needs an active internet connection but makes cloud-based gaming possible across several platforms.

Therefore, all that is needed for this personalized advertisement system are already in the market. All Microsoft has to do is patent the idea and deploy it in games.

But who knows? Other firms may follow suit, considering that Xbox may be blazing the trail.

Previous Patent for Xbox

Talking about Xbox and patents, Microsoft submitted another trademark for the console's controllers last week.

In a previous report by Game Rant, it is a mockup of an LCD screen that might be included in future Xbox controller designs for easier pairing.

To imitate the design of PlayStation controllers, the screen would be placed in the middle of the device, over the d-pad. It would let gamers switch between console and cloud services by alerting them when they are paired to a console or mobile device.

Such an update on Xbox controllers might be useful as Microsoft works to improve the gaming experience across its platforms.

The Xbox button and other familiar controls have been relocated to the lower right side of the controller, between the analog sticks. The screen will be compact to keep the controller's original sleek design.