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Xbox is rolling out a test for ad-supported cloud gaming that will be available on a voluntary basis for members of its fan-feedback community, Xbox Insiders.
Beginning Thursday, Xbox Insiders with an Xbox account will
have the option to try out the free, ad-supported experience via a selection of games the players already own, including “Forza Horizon 6” and “007 First Light,” or through free-to-play games like “Call of Duty: Warzone,” “Genshin Impact,” and “War Thunder.”
While Xbox has not confirmed this test will officially lead to it offering a future ad-supported tier of cloud gaming, the company states “we’ll learn from this test and continue to improve it based on how players use it and what they tell us.”
More than 1,800 games in the Xbox Store support cloud game streaming, though it should be noted the Xbox Insiders ad test experience does not offer players access to all available games — just those titles the user already owns or that are free-to-play.
During the test, players will see a two-minute block of multiple ads before joining the cloud streaming queue to play their selected game. Variety has confirmed the ads will be from globally recognizable brands and specific to the markets that Xbox Insiders are viewing them within.
Players will then have a one-hour game play session that’s uninterrupted by ad breaks but includes countdown warnings. If at the end of the session a player wants to continue, they can select to watch a new block of ads before resuming gameplay.
As Xbox cloud gaming is currently not available without a GamePass subscription, the ad test experience will allow Xbox Insiders who do not have GamePass to stream their already owned games. Through the ad-supported experience, if users don’t have a console and don’t have a GamePass subscription, they can play their library games or Xbox Store’s free-to-play games on cloud streaming via handheld, PC or the Xbox app on TV.
“For many players, the device they already own now allows them to stream games with XBOX,” Xbox said in the Xbox Wire blog post announcing the test Thursday. “Cloud can also help XBOX One owners play newer games built for XBOX Series X|S without needing to purchase new hardware right away. That can be especially meaningful in places where consoles are harder to find or less affordable, giving more players another way to access great games on devices they already have.”
“Advertising has existed in gaming for decades, from in-game placements to free-to-play models,” the blog post continues. “But it hasn’t always been built with the player in mind. When done well, advertising can help lower the cost of access. It creates another way for players to get into games without an upfront streaming purchase and expands audiences through new ways to play.”
Additionally, Xbox laid out these five ways it plans to “approach ad-supported services across Xbox”:
- We start with the player. Ads should create value.
- We do not interrupt the flow of gameplay.
- We hold ads to the same quality bar as our content.
- We’re clear about what’s advertising.
- We make sure ads fit what players expect on each platform.
Existing Xbox Insiders can sign up for the ad-supported test experience now and players who aren’t part of the program yet can join today by downloading the XBOX Insider Hub for XBOX Series X|S & XBOX One or Windows PC.
