Xbox trials free, "ad-supported" game streaming in one hour increments

Microsoft has begun trialling a new "ad-supported" tier of its cloud streaming service, allowing owners of digital Xbox games the opportunity to stream them for one hour after watching an ad or ads. It's a similar model to the cheaper tiers of video streaming apps like Netflix or Amazon Prime.

The announcement on Xbox Wire is written defensively and underscores the fact that this is a "test" and "optional" feature, rather than being a way for Microsoft to add ads to existing subscription tiers. "The core game experience is unchanged", says the post. "Players can choose other ways to play at any time."

Microsoft also underscores the fact that they have a high bar of quality for ads, ensuring that they are relevant, and that they should never interrupt gameplay.

At present, the trial is only open to Xbox Insiders. If you're interested in giving it a go, you can enrol in the Xbox Insider app on Xbox consoles or Windows. Once signed up, you can stream Xbox games on devices from phones, TVs and tablets to consoles (including Xbox One) and PCs.

The public widening of the cloud gaming service to free customers might coincide with the release of Microsoft's unannounced cloud gaming controller, which we reported on back in May.

It'll be interesting to see if the format of this ad-supported option changes over time as the test continues - or indeed if Xbox chooses to make this a public offering. There's plenty of variables to play around with in terms of ad length and number, session length, game limits and so on.

With the next Xbox console, Project Helix, planned to be a premium offering that serves as a hybrid between traditional consoles and PCs, it's no surprise that Microsoft is investigating alternative ways of monetising its player base.

Likewise, the Xbox division recently announced 3200 layoffs, 1600 of which are to happen over the next two years, so this programme clearly plays into that renewed focus on profitability.