Xbox is launching a test for ad-supported cloud gaming that will be available on a voluntary basis to members of its fan feedback community, Xbox Insiders. Starting Thursday, Xbox Insiders with an Xbox account will have the option to try the free, ad-supported experience through a selection of games players already own, including “Forza Horizon
Xbox is launching a test for ad-supported cloud gaming that will be available on a voluntary basis to members of its fan feedback community, Xbox Insiders.
Starting Thursday, Xbox Insiders with an Xbox account will have the option to try the free, ad-supported experience through a selection of games players already own, including “Forza Horizon 6” and “007 First Light,” or through free games like “Call of Duty: Warzone,” “Genshin Impact” and “War Thunder.”
While Xbox has not confirmed that this test will officially lead to offering a future level of ad-supported cloud gaming, the company says that “we will 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 on the Xbox Store support cloud game streaming, although it’s worth noting that the Xbox Insiders Ad Trial experience doesn’t offer players access to all available games, only those titles that the user already owns or that are free.
During the test, players will see a two-minute block of multiple ads before joining the cloud streaming queue to play the selected game. Variety has confirmed that the ads will be from globally recognized brands and specific to the markets in which Xbox Insiders see them.
Players will then have a one-hour gaming session that will not be interrupted by ad breaks, but will include countdown warnings. If at the end of the session a player wants to continue, they can select to view a new ad unit before resuming the game.
As Xbox cloud gaming is currently not available without a GamePass subscription, the ad testing experience will allow Xbox Insiders who don’t have GamePass to stream their games they already own. Through the ad-supported experience, if users don’t own a console and don’t have a GamePass subscription, they can play games in their library or free games from the Xbox Store streaming in the cloud through a handheld, PC, or the Xbox app on the TV.
“For many gamers, the device they already own now allows them to stream games with Xbox,” Xbox said in the Xbox Wire blog post announcing the test on Thursday. “The cloud can also help Xbox One owners play newer games created for Xbox Series
“Advertising has existed in games 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 right, advertising can help reduce the cost of access. It creates another way for players to access games without an upfront streaming purchase and expands audiences through new ways to play.”
Additionally, Xbox laid out these five ways it plans to “address ad-supported services on Xbox” in the future:
- We start with the player. Ads must create value.
- We do not interrupt the flow of the game.
- We keep ads at the same quality level as our content.
- We are clear about what advertising is.
- We make sure ads fit what players expect on each platform.
Existing Xbox Insiders can start the ad-supported trial experience now, and players not yet part of the program can join today by downloading the Xbox Insider Hub for Xbox Series X and S and Xbox One or Windows PC.
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