Dossier
Itamar Benedy
Coverage of Itamar Benedy in the Nexus archive.
- Xbox's new bet on advertising could shake up gaming — if players don't revolt
Xbox is testing ad-supported free game streaming to replace Game Pass subscriptions, aiming to boost profitability amid restructuring. The move faces challenges in balancing ad integration with player experience, as gaming audiences are historically averse to ads. Microsoft's strategy leverages its adtech stack and Activision Blizzard's assets to expand into gaming advertising.