The prospect of Netflix-style ads in video games looms over the industry, particularly in recent years with the rise of game streaming platforms like Xbox Cloud and PS5 cloud streaming, and recent comments from Xbox's new chief strategist Matthew Ball have made those fears feel all too real.
In a recent interview with The Game Business, Ball expanded on a previously stated belief that ads are coming to solve the PC and console business's affordability crisis whether we like it or not. Ads, he said, could "allow the people who can't afford, or wouldn't try, to have an onboard to our properties and franchises."
