Culture
Microsoft Files Patent for Injecting Ads Into Gameplay
A US patent application (US 2026/0260258 A1) shows Microsoft describing a system where the game engine detects a 'natural break' — such as after a boss fight or during a loading screen — pauses play, and shows a video ad, then grants ad-free playtime after the viewing. It goes a step beyond Microsoft's July cloud-gaming test, which ran ads before a session started, by reaching into the middle of gameplay. It is a patent filing, not a decision to put this into shipping games. Gamers in Japan and abroad reacted with strong rejection and sarcasm, while some read it as defensive or as aimed at free tiers.