Microsoft Patent Eyes Ads That Pause Your Game
A Microsoft patent application describes suspending gameplay to show promoted content, with a credit system to delay the interruption.
Microsoft has filed a patent application for a system that could pause a player's game to show them advertising. The application, published as US 202610260258 A1 and titled "Contextually Aware Management of Interactive Software Application Access," describes a content management system that suspends a user's interaction with a game when a promoted content trigger event occurs, then presents promoted audiovisual content.
The filing acknowledges a problem advertisers have long faced with games: unlike television shows, games do not lend themselves to regular commercial breaks. To work around that, the patent describes monitoring gameplay so ads are not deployed during climactic moments.
It also outlines a credit system. Under that model, credits would delay the suspension of the user's interaction, giving players a way to push back the interruption rather than have it hit immediately.
The patent arrives as advertising interest in games grows. Electronic Arts recently launched EA Advertising, a platform for in-game integrations, creative partnerships, and scalable advertising capabilities. Xbox chief strategy officer Matthew Ball has also voiced support for in-game ads.
Tom's Hardware and Respawn First reported on the patent application. A patent filing does not guarantee that the described system will ever ship in a product.
Quick answers
What does the Microsoft patent application describe?
It describes a content management system that can suspend a user's interaction with a game based on a promoted content trigger event and present promoted audiovisual content, with a credit system that delays the suspension.
Will Microsoft put ads in Xbox games?
The filing is a patent application, not a product announcement. It does not confirm that the system will be used in any game or service.
How would the system avoid ruining big moments?
The patent describes monitoring gameplay to avoid deploying ads during climactic moments.