Microsoft tests free Xbox cloud gaming funded by advertising

Microsoft is testing free cloud gaming for Xbox games, using a model funded by advertising.

Cloud gaming is one of the key benefits of Microsoft’s Game Pass. Subscribers can play a broad catalogue of titles via Xbox servers, whether they are using a console, PC, tablet or smartphone. The Redmond company is now making the service available to people without a subscription.

Xbox Insider programme members can test free cloud gaming for a limited time. To use it, they simply need an Xbox account, a few games and a reliable internet connection.

How does free cloud gaming work?

Free cloud gaming does not apply to Game Pass titles; instead, it is available for games owned by the player. For example, if you have bought Halo Campaign Evolved and would rather stream it than play it locally, an advert appears when you start the game. You can then play for one hour before the stream ends. Crucially, adverts do not interrupt the gaming session, thankfully. Once the cloud gaming allowance has been used, you can keep playing the game installed locally.

Why Microsoft is offering free Xbox cloud gaming

Why introduce this free option? Microsoft says its main aim is to offset rising console prices and let players without the necessary hardware access new releases without subscribing to Game Pass:

“For many players, their current device now enables them to stream Xbox games. The cloud also allows Xbox One owners to enjoy new games designed for Xbox Series X|S without needing to buy a new console straight away. This can be particularly useful in regions where consoles are harder to find or less affordable.”

Advertising in the free cloud gaming service

On its decision to include advertising, Microsoft states:

“Advertising has been present in video games for decades, in the form of integrated product placements and free-to-play models. However, it has not always been designed with the player in mind. When done well, advertising can help lower the cost of access. It gives players another way to discover games without an upfront purchase of streaming content and expands the audience through new ways to play.”

For now, game streaming is limited to Xbox Insider programme members. It remains unclear how the offer will develop, or whether the one-hour play limit will be removed if the service is rolled out more widely. Either way, this free streaming option could allow many players to try the service and perhaps subscribe to Game Pass if they are persuaded.