Microsoft Patents In-Game Ad System for PC and Xbox Using 'Trigger Events'

Microsoft has filed a patent for a system that serves advertisements during PC and Xbox game sessions without disrupting active gameplay. Published 3rd September in the US, the patent describes a "context aware" approach using what Microsoft calls an "ad credit" system.

The technology recognises "trigger events" within games that signal appropriate moments to display ads. When triggered, the game suspends temporarily to show promoted content, similar to how many free-to-play mobile games operate. Loading screens, end-of-round screens, and mission or quest completion moments are cited as potential trigger points.

The ad-credit system assigns players chunks of ad-free gameplay time. When each block expires, the game shows advertisements. This approach aims to separate ad breaks from active gameplay moments.

Microsoft has not confirmed how or when this patented technology might be deployed. The company has previously explored various ways for players to access its software and services. Microsoft already tests an ad-based tier for Xbox cloud gaming and has fielded reports about introducing a cheaper, ad-supported tier for Xbox Game Pass. When asked about Game Pass changes, Microsoft stated it "regularly tests different Game Pass offerings and looks at what works best for players in different markets" without directly addressing the rumour.