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Microsoft’s Plans for Advertising in Xbox Games After Activision Acquisition

New court documents in the ongoing FTC v Microsoft trial have shed light on the tech giant's plans for advertising in Xbox games after its acquisition of Activision. The documents reveal that Microsoft intends to leverage Activision's advertising platform and expertise to incorporate ads in PC and mobile games.

The slide deck included in the court filings outlines three key drivers for the acquisition: accelerating Game Pass subscriptions, extending the Xbox Store to create a universal store across devices, and expanding the Microsoft Audience Network (MSAN) to include PC and mobile games.

Microsoft's gaming leadership team stated that they plan to use Activision Blizzard's data estate and engagement scale to boost their advertising network in games. The MSAN, Microsoft's Audience Network, is an AI-powered ad platform that delivers customized advertisements to users.

According to the court documents, the initial focus for ads will likely be on free-to-play games. Examples listed include Call of Duty Mobile, Candy Crush, and Hearthstone. It is worth noting that some of Activision subsidiary King's games are playable on PC via browser, further emphasizing Microsoft's investment in the Xbox ecosystem as a whole.

This move towards integrating ads into Xbox games is in line with Microsoft's previous efforts to drive growth through advertising. It is speculated that the integration of MSAN and King's adtech could pave the way for low-cost, ad-supported Xbox Game Pass subscription tiers, similar to those offered by streaming platforms like Hulu and Netflix.


– The FTC v Microsoft court documents

– Definition of MSAN: Microsoft Audience Network (MSAN) is an AI-powered ad platform

Note: The original article included a gallery of images and related links, which have been excluded for this summary.