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In brief: Microsoft's long-teased free, ad-supported cloud gaming option has finally emerged. Recognizing the controversial nature of in-game advertising, the company stresses that it is testing solutions that gamers find tolerable in a bid to lower Xbox's barrier to entry.
For a limited time, Xbox Insiders can now access games they own over the cloud on Xbox consoles, PCs, and mobile devices without subscribing to Game Pass. Microsoft promises that the ads will be unobtrusive.
Users are limited to one-hour game sessions. Ads play before each session, and Microsoft stresses that they will not interrupt the flow of gameplay. To "create value," the company promises that ads will meet the same quality bar as game content, adhere to player expectations for each platform, and maintain clarity about what is being advertised. Microsoft did not specify the test's duration but will improve the system based on player feedback.
