Microsoft patents system to freeze games and inject ads during downtimes — watching commercials earns ad-free playtime credits

Microsoft has been developing a system to deliver advertisements in games without interrupting the gaming experience, according to Respawn First. The system would initially grant players ad-free playtime, which could be time-based or progress-based, such as levels and bosses. Upon expiration, the system would present "promoted content" during natural downtimes in the game, like after a boss fight or while a new level loads.

The ads would trigger during these periods, allowing the game to enter a frozen state to prevent any disruption to player progress. After watching the advertisement, the ad-free playtime would be reset, granting gamers another round of play without distractions. This content management system is designed to obtain promoted content triggers based on the game and suspend user interaction with the game during the ad presentation.

The system also utilizes machine learning to determine the optimal time for ad presentation. Although still a patent application, this technology could potentially change how free-to-play games are monetized, similar to how ad-supported mobile games operate. However, concerns exist that such a focus on monetization could negatively impact the diversity and innovation in the gaming industry.