In-game ads? Microsoft is apparently working on a new advertising system for PC, console and cloud gaming

Microsoft has patented a new advertising system that strongly resembles ads in mobile games but could also be used in PC and console games. The patent application states:

“A content management system may obtain a promoted content trigger event from an interactive software application based at least partially on content of the interactive software application. A content management system may suspend a user's interaction with the interactive software application based on the promoted content trigger event. A content management system may obtain promoted audiovisual content. A content management system may present the promoted audiovisual content to the user. […] A content management system may establish a credit based at least partially on the promoted audiovisual content, wherein the credit delays suspension of the user's interaction with the interactive software application during a credit duration.”

In simple terms, this means the game itself recognizes when there is a suitable opportunity for an ad break. Possible scenarios could include the end of a level, a completed boss fight, a loading screen or switching to a menu. While the ad is playing, the game remains paused. The advertising model would be based on a kind of credit system: By watching ads, players effectively earn credit for a certain amount of time without further interruptions. Once that allowance runs out, another ad could follow.

Ads on PC, console and in the cloud?

The patent is not limited to a specific platform. Microsoft mentions desktop PCs, laptops, game consoles, smartphones, tablets, smart TVs and headsets as potential devices. Cloud gaming scenarios are also mentioned. In theory, this means the advertising system could be used in traditional PC and console games as well as mobile games, free-to-play titles or streamed games. However, the patent application does not reveal exactly how Microsoft intends to use the technology. One possibility would be to use the system to help fund free games or cloud gaming services. However, Microsoft has not yet officially commented on whether or how the system will actually be implemented.