Microsoft don’t have a distribution platform for PC games, even when they did no one used it. So they will only be able to introduce this in games that they are the publisher for, which is actually not that many games.
I’m very sure steam already prohibits in-game advertising. So Microsoft would have to distribute these games themselves and the moment that any publisher decides to go their own route they immediately decrease their revenue, even if nothing else has changed.
The patent seems to be for PC games though I’m sure it would apply to both.
Microsoft don’t have a distribution platform for PC games, even when they did no one used it. So they will only be able to introduce this in games that they are the publisher for, which is actually not that many games.
I’m very sure steam already prohibits in-game advertising. So Microsoft would have to distribute these games themselves and the moment that any publisher decides to go their own route they immediately decrease their revenue, even if nothing else has changed.
https://www.xbox.com/en-us/apps/xbox-app-on-pc
Don’t forget they bought Activision and own games like Diablo and WoW.