Microsoft has begun rolling out a new personalised advertising system for Xbox users, offering players a choice between customised ads or more general promotions. The update, which is gradually reaching consoles worldwide, reflects the company’s attempt to refine how players discover new games and downloadable content while also giving users control over how their data is used.
When presented with the option, users can either select “Yes, I’m in” to allow tailored ads, or “No thanks” to continue receiving untargeted advertising. Opting in means ads will be based on a player’s gaming habits, including titles they buy and play, and related services they engage with. Choosing not to participate will still result in ads appearing, though they may be less relevant to individual preferences.
According to Microsoft, the system does not involve any additional data collection. Instead, it relies solely on information already generated through normal Xbox usage. “Your trust is our top priority,” the company stated, stressing that the aim is to improve discovery rather than compromise privacy. By leveraging existing gaming data, Xbox hopes to surface ads that feel more useful, such as recommendations for expansions or related content.
The move has already sparked debate among the community. Some see the feature as a practical way to discover games more aligned with their tastes, while others remain cautious about the presence of ads on a paid platform. Either way, the update marks a shift in how Microsoft approaches advertising within its console ecosystem.
