In recent years, the traditional way of accessing video games has changed significantly. Previously, playing a game required purchasing a console or computer and then buying a disc or a digital copy. Today, the market offers a range of alternatives. Subscription services have emerged, along with free-to-play projects featuring in-game purchases and streaming platforms. Now, a new option is being added: the ability to play for free if the user agrees to watch ads.
Subscription changes and new approaches
Microsoft is actively experimenting with different formats for providing access to its gaming services. Over the past year, the price of the Xbox Game Pass Ultimate subscription has increased from €17.99 to €26.99, causing dissatisfaction among part of its audience. In addition, the terms of other tiers, including Premium and Essential, have been revised. Company representatives explain the price hike by the expansion of the game library and service improvements, but the core change is clear: full access now comes at a higher cost.
Free cloud service with ads
Amid rising prices, Microsoft is considering launching a new version of Xbox Cloud Gaming that would be available for free but require users to watch ads. This approach would allow users to play certain games in the cloud without a subscription if they agree to view advertisements before starting a session. An Xbox account will be required to use the service, and the selection of games will likely be limited. Nevertheless, this could attract millions of new players who have not previously joined the paid subscription ecosystem.
Strategic outlook and challenges
Introducing free cloud access with ads could be a significant step toward expanding the user base. This format lowers the entry barrier without devaluing paid plans. Users can try the service at no cost: simply sign in, watch an ad, and start playing. If the experience is positive, some may upgrade to paid plans for a wider selection and an ad-free experience.
However, integrating ads into gameplay remains a contentious issue. It is unclear how gamers will respond to having to watch ads before each session. It is also important to determine whether ad revenue can cover the costs of cloud gaming infrastructure, where low latency and connection stability are critical. Microsoft’s experiment will test how viable the freemium model is under today’s demanding quality standards.
Impact on the market and users
Microsoft’s attempt to offer free access to cloud gaming amid rising prices can be seen as an effort to balance commercial interests with expanding its user base. The success of this initiative will depend on how well advertising integrations are combined with user comfort, as well as the appeal of the available game library. Ultimately, users are once again faced with a choice: pay with money or with their attention.
