Microsoft has filed a patent application that inserts advertisements into video games during boss fights, cutscenes, or quest completions. The core mechanic grants players "credits" that allow ad-free gameplay for a set duration after watching an ad.
The patent filed by Microsoft was published by the United States Patent and Trademark Office (USPTO) on September 3 under the title "Contextually Aware Management of Interactive Software Application Access".
According to the patent, the system grants players credits that provide access to the game for a set amount of time or specific gameplay segments. Just before a credit expires, the system receives a signal from the game engine to identify a natural break point. Examples specified in the patent include the end of a boss fight, quest completion, the end of a cutscene, loading screens, checkpoints, and entering menus.
Once such a point is identified, the system pauses the game to display advertisements in the form of video, audio, or static images. After the player finishes watching, new credits are awarded, allowing gameplay to resume.
The key aspect of the patent is that the system does not operate solely on a timer basis. The game engine transmits signals to the ad platform during moments when the player is not actively engaged, such as level completions, checkpoints, or transition segments. The ad platform then factors in both these signals and the remaining credit balance to decide whether to show an advertisement.
The patent outlines credit durations ranging from 15 minutes to 1 hour. In addition to time-based credits, progress-based credits are also mentioned—for instance, 5 game rounds, completing one level, 3 online multiplayer matches, or defeating a specific NPC could serve as credit units.
It is not specified which actual games or services this patent will be applied to. However, when viewed alongside Xbox's pilot test in July, it shows how Microsoft's plan to expand ad-supported access is gradually taking shape. At the time, Xbox conducted a test for Insider Program participants, allowing them to stream owned games for up to 1 hour for free after watching up to 2 minutes of ads before a session.
Microsoft's new patent is seen as similar to a patent filed by Sony in late 2024 regarding advertisements on loading screens. Sony's approach was limited to loading screens, using AI to predict loading times and select content lengths accordingly. Besides ads, the content included social clips, AI highlights, and opponent head-to-head analysis.
Meanwhile, community response to Microsoft's latest patent has been largely negative. Beyond a strong aversion to ads interrupting gameplay, existing Game Pass subscribers paying a monthly fee have voiced complaints about being forced to endure additional ads. However, there are also expectations that if players can access Game Pass at a lower price by watching ads separately from paid subscriptions, accessibility could improve.
Although filing a patent does not immediately signal commercialization, the sequence of events—from July's streaming test to this patent application—has led observers to note that Microsoft is preparing to develop ad-supported access models into actual commercial offerings.
