Advertising in Video Games in Xbox's Future? The New Chief Strategy Officer Clarifies the Situation

Microsoft's XBOX division is undergoing a reorganization phase after the management change, the decision to cut Game Pass prices, and changes in strategy regarding exclusives.

This is not correct:
• In the interview, I am asked about a comment I made before being hired at XBOX, then state that I was only 10 days into the role, and that I am not stating the company's plans or beliefs.
• What I do say is that ads should be used to offer more affordable…
— Matthew Ball (@ballmatthew)
June 12, 2026

In recent days, the statements of Matthew Ball, the newly appointed Chief Strategy Officer of XBOX, have gone viral. Ball has opened up to the possibility of introducing advertising within video games, a move that could make titles cheaper for users on one hand and, on the other, ensure new and profitable monetization options for software houses. However, the issue is very different from how it initially emerged. Ball himself, who has taken on the new role just a few weeks ago, has wanted to clarify the situation.

Advertising in Video Games?

Matthew Ball used his X account to clarify the situation, highlighting that the interview that sparked the news about a possible introduction of advertising in video games concerns statements made in the past.

The new CSO of XBOX clarified that for the future, alternatives similar to Netflix and Disney+'s advertising plans could be considered for the video game sector, but at a significantly lower price. Ball reiterated that he has no intention of supporting the introduction of advertising in games.

Ball's words clarify the issue but confirm that, for the future, all possibilities are open. XBOX is in a phase of renewal and is looking to the future in a particularly complicated market context, also due to the rising cost of hardware components. Advertising could represent an alternative for XBOX's future, but in no case will it replace the current modes of game enjoyment.