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Unexpected changes to the Xbox dashboard have become commonplace in recent years, but the unsolicited introduction of full-screen ads is arguably the worst to date.
If thereโs one unforgiving community you really donโt want to antagonise, itโs gamers.
A bona fide way of doing so is to immediately interrupt our sessions the instant the dashboard loads. Alas, Microsoft has deemed this start-up window as the perfect opportunity to hit Xbox owners with full-screen advertisements.
While examples have at least featured relevant information to the console โ such as a link to the companyโs Developer_Direct showcase, or a Call of Duty: Modern Warfare III โbuy nowโ prompt โ the discontent on social media sites and forums is palpable.
Feeling that turning a blind eye would likely lead to more intrusive marketing, a strong community consensus is that the practice should be nipped in the bud before spiralling out of control.
the fullscreen Xbox pop-up ad has returned for the Developer_Direct. I just turned on my console and got this one https://t.co/6n80uHgcgA pic.twitter.com/pdLFD2S7x4
โ Tom Warren (@tomwarren) January 19, 2024
In the case of the Call of Duty ad, itโs understandable that Microsoft would want some bang for its buck (following its $69bn purchase of Activision), but thereโs something about forcing full screen ads on a captive audience that doesnโt sit right. Especially, when a third of players already pay subscription fees for features like Game Pass.
While the Xbox 360 was once famed for its no nonsense UI and accessible dashboard, that pro has consistently declined with each following generation of console. Increased customisation options with the Series X is a boon, granted, but the homepage is becoming more cluttered and convoluted.
