Xbox CSO says ad-supported tiers could lower game prices

Xbox's new Chief Strategy Officer, Matthew Ball, has clarified his recent comments on advertising in gaming, stating he was not advocating for disruptive in-game ads but rather exploring how ad-supported tiers could make games and services more affordable. Ball made the remarks in an interview published earlier this week, shortly after beginning his role at the company.

Ball emphasized that his personal view, formed prior to his hiring, is that ads could be used to offer lower-cost alternatives to existing premium subscriptions, similar to ad-supported tiers on streaming services like Netflix and Disney+. He stated that at no point did he mention in-game advertisements that interrupt gameplay. The goal, he explained, is to create more accessible entry points for players who find current prices prohibitive, not to replace ad-free experiences.

His comments come amid significant financial pressures on the console gaming industry. Xbox CEO Asha Sharma recently warned that rising hardware component costs, particularly for memory and storage, are breaking the traditional pattern of consoles becoming cheaper over time. She stated the company is considering major changes to its business...