Xbox ad supported cloud gaming test asks Insiders to watch before they play
Xbox is testing free cloud streaming with ads for Xbox Insiders, offering one-hour sessions on owned and free-to-play games.
By Georgia Hale · Staff Writer
3 min read
Xbox ad supported cloud gaming is getting a real-world tryout, with Microsoft’s gaming arm asking Xbox Insiders to volunteer for a free streaming test that trades a pre-game ad block for cloud access.
The test opens Thursday to Xbox Insiders who have an Xbox account, according to Xbox. Participants can stream selected games they already own, including Forza Horizon 6 and 007 First Light, as well as free-to-play titles such as Call of Duty: Warzone, Genshin Impact and War Thunder.
Xbox has not said the experiment will become a permanent ad-supported cloud gaming plan. In an Xbox Wire post, the company said it will use the test to learn from player behavior and feedback, then adjust the experience.
How does Xbox ad supported cloud gaming work?
During the trial, players watch a two-minute run of multiple ads before they enter the cloud streaming queue for the game they picked. Variety reported that the ads will come from globally recognizable brands and will vary by market.
After the ads, the player gets a one-hour session without ad interruptions during gameplay, according to Xbox. The session includes countdown warnings, and anyone who wants to keep playing at the end can choose to watch another ad block before returning to the game.
The test does not open the entire Xbox cloud streaming catalog. Variety reported that more than 1,800 games in the Xbox Store support cloud streaming, but this ad-supported trial is limited to games the user owns and free-to-play games.
Who can use the test?
The offer is for Xbox Insiders, the company’s fan-feedback program. Existing members can sign up now, while players who want to join the program can download the Xbox Insider Hub on Xbox Series X|S, Xbox One or Windows PC, according to Xbox.
The test also changes who can try cloud play. Variety reported that Xbox cloud gaming is now tied to a Game Pass subscription, but this trial allows Xbox Insiders without Game Pass to stream eligible games they already own.
Xbox said the setup could let players use devices they already have, including handhelds, PCs and the Xbox app on TV. The company also said cloud streaming can help Xbox One owners play newer games made for Xbox Series X|S without buying new hardware right away.
What rules is Xbox setting for ads?
Xbox used its announcement to lay out its approach to ads, saying the model should give players value and avoid interrupting gameplay. The company also said ads should meet the same quality standard as its content, be clearly labeled and fit player expectations on each platform.
The company framed advertising as a long-running part of games, citing in-game placements and free-to-play models. Xbox said that, when handled well, advertising can lower the cost of access and give players another way into games without paying upfront for streaming.
This story draws on original reporting from Variety.