Microsoft is reportedly considering a strategy that would allow gamers to access free game streaming in exchange for viewing advertisements. During the recent Wells Fargo TMT Summit, Tim Stuart, the CFO of Xbox Gaming, highlighted the potential of utilizing the company’s xCloud service to reach new geographical markets. He emphasized how a simple Game Pass Ultimate subscription could enable players to cloud stream games on various devices, stating, “For models like Africa, or India, Southeast Asia, maybe places that aren’t console-first, you can say, ‘Hey, do you want to watch 30 seconds of an ad and then get two hours of game streaming?’”
If implemented, this initiative could significantly benefit mobile gamers, providing them with access to the entire Xbox Game Pass library with just a reliable internet connection. The proposed model aims to maximize the availability of the game’s subscription service across multiple platforms, and offering it for free in exchange for advertising exposure appears to be a viable strategy. In regions like India, where many gamers tend to avoid purchasing premium games due to unfavorable pricing, this model could provide a legitimate alternative to piracy. Microsoft has also explored this idea with Xbox Insiders, asking for feedback on trading ad views for additional Game Pass time, as revealed by researcher Title_OS. Furthermore, a recent survey gauged user interest in a subscription model that would feature advertisements and potential limitations, such as delayed access to new games.
Stuart further noted that this strategy would allow Microsoft to cater to millions of gamers who might not have been reached otherwise. He remarked, “So, we can go in with our own business models and say — there’s millions of gamers we would never have been able to address, and now we can go in with our business models” (via VGC). Additionally, he suggested the possibility of making Xbox Game Pass available on competing platforms like PlayStation and Nintendo, although this notion was promptly dismissed by CEO Phil Spencer.
Earlier reports also indicated that Xbox is planning to develop a mobile storefront through a dedicated application, bypassing the security frameworks of the Apple App Store and Google Play Store. This move would enable Xbox to avoid paying cuts on transactions. While there is currently no scheduled release date for this application, talks are ongoing with undisclosed partners, with speculation that King, the developer behind Candy Crush Saga, may be involved following its acquisition in October.
This month’s Game Pass updates include titles such as Far Cry 6, both Remnant games, and Rise of the Tomb Raider, aiming to enhance Xbox’s holiday offerings for the gaming community. Additionally, Microsoft is collaborating with Inworld to promote AI-driven game development, which would empower future studios to convert prompts into full dialogue and questlines.
