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Around this time, EA Games partnered with the (now-defunct) Microsoft-owned advertising company Massive, letting companies place ads in Madden NFL, Skate, NHL, and NASCAR franchises, as well as in Burnout Paradise. In-game advertisements on console games aren’t a new concept game companies experimented with them in paid games quite a bit in the mid-to-late 2000s. The Verge reached out to Microsoft with a request for comment, but the company said it didn’t have any additional information to share beyond its statement to Insider. “We are always looking for ways to improve the experience for players and developers but we don’t have anything further to share,” a Microsoft spokesperson said in a statement to Insider. The outlet also doesn’t know whether Microsoft has floated the idea to advertisers yet, but its sources claim ads will start appearing on Xbox as soon as the third quarter of this year. It’s possible that Microsoft may just want to use this as a way to attract more developers of free-to-play games to the platform, as this would open up another stream of revenue outside of microtransactions.Īccording to Insider, Microsoft won’t use the data it collects from Bing and other services for targeted ads on Xbox. Sources also told Insider that Microsoft doesn’t intend to take a cut of ad revenue and will instead allow the game developer and advertising company to share the funds. Microsoft reportedly doesn’t intend to take a cut of the ad revenue