Microsoft has filed a patent for ads that could interrupt games after boss fights, cutscenes and multiplayer matches (self.gaming-posting.bso)
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The filing, titled “Contextually Aware Management of Interactive Software Application Access,” describes an ad-supported model built around blocks of uninterrupted playtime.
Under the proposed system, players would receive a “credit” granting them access to a game for a set period or until they reach a certain point. Once that credit is close to expiring, the system would look for a natural break before pausing access and displaying video, audio or static promotional content.
Rather than cutting into active gameplay at a fixed time, ads could be triggered by moments such as a loading screen, the end of a round, a completed quest, the end of a cutscene or after a boss fight. Watching the ad would then award another credit and let the player resume.