Technology

Analyst: Xbox will start relying more heavily on ads for indirect monetization

Source

TweakTown

Published

Apr 14, 2026

TL;DR

AI Generated

Microsoft is considering incorporating ads into Xbox to boost revenue for Game Pass and the Xbox business. Analyst Joost van Dreunen suggests that Microsoft could follow the model of traditional media businesses by using advertising for indirect monetization. Microsoft's acquisition of adtech platforms like Xandr and King's adtech platform indicate a potential move towards integrating ads into the Xbox ecosystem. Van Dreunen highlights the need for indirect monetization in gaming to reach a broader audience and generate more revenue without solely relying on direct player payments. This shift towards advertising in gaming aligns with the evolution of video games as a mainstream form of entertainment.

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