Xbox is testing ads on streaming video games you already own

Cloud streaming Xbox games may require you to sit through ads in the future (Xbox)

Playing games through streaming on Xbox could get even less appealing as the company is testing ads before gameplay sessions.

In-game advertisements have been a thing for years on mobile, but you’ll rarely find anyone who actively wants them, that isn’t a business executive. Regular players have shown to be actively hostile to even just product placement, especially if they don’t make sense within the game world.

Some games have experimented with literal ads though, with NBA 2K21 being heavily criticised for adding unskippable ads in its loading screens, despite costing up...