Microsoft plans to introduce TV style, 15-30 second video adverts to its Xbox Live applications, offering a massive new ad spot for those interested in showcasing their products on the service.
"With the growth of Xbox Live, advertisers no longer have to choose between digital and TV advertising - we're offering the impact of TV and the interactivity and addressability of digital in one platform," said Microsoft's general manager of Xbox Live Entertainment and Advertising, Ross Honey.
"As more and more industry leaders like ESPN work with us to help monetize their content on Xbox Live, TV media buyers win with the ability to extend their standard TV spots to this highly engaged consumer audience."
Microsoft has also confirmed the addition of new channels to Xbox Live, including Manga Entertainment, providing streaming of anime productions.
While consumers might hope that Microsoft doesn't have too many 30 second adverts - 15 seconds being much more tolerable - it was recently revealed that Xbox users are spending more time watching movies and TV shows, as well as listening to music on their console than actually playing games on Xbox Live. This doesn't include offline gameplay, but it shows that the console experience is evolving into more of a multimedia one than just gaming.
So it makes total sense for Microsoft to introduce more adverts. Just don't inundate it. Please.