Interactive Entertainment (Gaming) Market: Microsoft tests pre-game ads on Xbox cloud

Microsoft's Xbox team is testing an optional ad-supported cloud-streaming option with selected Xbox Insiders that lets players stream select games they already own for free. Advertisements play before each streaming session and do not interrupt in-session gameplay; Microsoft requires advertisers to add value and clearly label ads. About 1,500 owned titles are initially compatible, while Game Pass catalogue games are excluded. Streaming sessions are limited to one hour. The feature is optional — players can continue to access games via other methods — and Microsoft is recruiting feedback through the Xbox Insider program to refine the test. Microsoft says the initiative seeks to lower access costs and expand streaming availability in regions where consoles are less affordable.