First, the games went digital-only. Soon, the whole console may be a relic of the past.
We are in the very early innings of anything like that, but Xbox on Thursday began testing an ad-supported way for players to stream select games from their library without a paid subscription. The test is available for a limited time and only to Xbox Insiders.
During the test period, Xbox Insiders with an Xbox account will be able to stream games they own, for free — meaning without a Game Pass membership — with “up to” two minutes of ads rolling ahead of gameplay, an Xbox source tells The Hollywood Reporter. Play sessions will last for one hour and will be available “across supported devices and regions,” the announcement reads. Should a player want to continue beyond the initial hour, up to two more minutes of ads (per hour time slot) will precede their return to game play, our source said.
Compatible devices for cloud gaming include Xbox consoles (Xbox One and newer), supported TVs (newer Samsungs/LGs), VR headsets, Windows PCs, tablets and mobile devices. Cloud gaming allows for true gaming on the go, whereas remote-accessing one’s console (for free) really cannot be done outside of the home, and still requires the console as starting point.
Gamers with a Game Pass subscription could already play their library games (and download Game Pass library games as available) without the ads on the aforementioned list of devices. They’ll still be able to do so. A Game Pass membership starts at $9.99 per month and goes up to $22.99, and unlimited cloud gaming is included with each tier.
This test, which may or may not eventually roll out in some form to the general public, is all in the name of affordability, Xbox says.
“Advertising has existed in gaming for decades, from in-game placements to free-to-play models. 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,” the Xbox announcement reads. “For brands, this only works if showing up here adds to the experience, not takes away from it.”
Xbox states its five principles for the advertising program are:
- 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.
The Xbox Insider Program is not especially exclusive. All you really have to do is download the Xbox Insider Hub app, select “Xbox Update Preview” (or “PC Gaming” for PC gamers), and click “Join.” You must be 18 or older. That’s pretty much it. Xbox uses its Insider program to gather feedback on its latest updates, as well as features and games that are still in development.
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