"Watch ads, play games for free"… Xbox’s bold move instead of subscriptions

Xbox has started testing a model that lets users stream games they already own for free in exchange for watching ads.

Microsoft appears to be using ad revenue to offset cloud gaming costs and strengthen Xbox’s profitability and advertising business.

If adopted widely, the model could shift the gaming subscription landscape and open a new free streaming business model.

Success will likely depend on user acceptance and whether Xbox can generate enough ad inventory.