Xbox is testing an optional ad-supported streaming service for Xbox Insiders that lets players stream owned games in one-hour sessions on devices they already own, including older consoles.
The test allows participants to access games on devices they already own, including older hardware such as the Xbox One. Microsoft stated that the service is intended to help players in regions where consoles are harder to find or less affordable.
Ads play before each session rather than during gameplay. The company said it will ensure advertisements meet the same quality standards as its content, remain clear about what is being promoted, and align with player expectations on each platform.
Microsoft cited rising hardware costs linked to the generative AI boom as a factor behind the test. The company raised console prices last month in response to increased memory expenses. Officials noted that advertising has long existed in gaming and can lower the cost of access for some players.