Interactive Kinect ads coming to Xbox 360

Microsoft's NUads will ask players to interact with promotional spots via the console's camera-based, voice-recognizing, and motion-sensing system.

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In-game advertising hasn't proven to be the cash cow many corporations thought it would be earlier in the decade. However, that isn't stopping Microsoft from rolling out a new wave of ads that will encourage audience participation via the Xbox 360's Kinect accessory.

Soon, Kinect will let Xbox 360 users interact with advertisements.

As outlined in the New York Times, the new spots will be called NUads, short for "natural user-interface ads." They will primarily use the Kinect voice-recognition system, asking viewers to issue commands to the console while the advertisement is running. Saying "Xbox Tweet" will prompt the console to issue a message about the ad on the viewer's Twitter feed. "Xbox more" will have the sponsor send an email to the viewer's e-mail account.

Other NUad commands include "Xbox Near Me," which will send a text message with a link to a map showing the nearest retailer carrying a certain product. With ads for television shows, "Xbox schedule" will cause the 360 to send a text message to remind a user when the advertised program is airing.

In terms of motion sensing, the Kinect NUads will potentially let users interact with ads with a wave of the hand. According to the Times, this could potentially include browsing through clothing or selecting pizza toppings.

Unsurprisingly, advertisers are excited about the potential for NUads. "The NUad units really epitomized the level of engagement that everyone is working towards," Saatchi & Saatchi Los Angeles executive communications director John M. Lisko told the newspaper. "You can text, you can tweet, you can vote. That's phenomenal."

Microsoft's latest game advertising initiative comes nearly 10 months after it shuttered its own in-game advertising division, Massive. The software giant had purchased the firm in 2006 in a $200 million to $400 million deal.

Discussion

155 comments
DarkReign2552
DarkReign2552

...It's things like this that make me detest consoles ever having received online support. Back in the days of Dreamcast and the Original Xbox, it was fine. They weren't built for anything special. The dashboard was literally just a dashboard. It gave you options for settings, music, and memory. You didn't have 40 panels with hundreds of features and thousands of ads for crap you may or may not be interested in. Than online support became the "cool" thing to do and it's being manipulated and used for all the wrong reasons. If this crap keeps up, my next console purchase is going to be a Wii-U. They're inability to embrace a real online service is starting to look promising. The only thing they need to nail down is online game servers, but if they don't than oh well as long as I get fun games (and it's looking like 3rd-party developers may actually support this. It got Valve's attention. That's impressive.)

anthonycg
anthonycg

More proof that kinect sucks. I never say crap like that but it's getting ridiculous now...

mtait01
mtait01

who wants to interact with adverts? Microsoft, this among a large list of things is the reason i just binned my xbox and grabbed a ps3... this is just pointless... make games, not adverts

GibbetSt-Slashr
GibbetSt-Slashr

why though? i mean WHY? if any of my mates started sending me adverts, i'd av ter start gettin all stabby-stabby. Again.

annoyingdevil
annoyingdevil

Im happy sony abandoned the move.Microsoft need to abandon kinect.In 2050 there will be call of duty 50 cyborg warfare kinect.

firehawk998
firehawk998

Thank you Microsoft for your lack of focus on core games, first party titles and also for going to the casual crowd with full force with Kinect add the crap NUads system you are making I thing you have made me decide which console I am going to get next gen. Hint is not gonna be the next xbox thats for sure.

happynoodleboy7
happynoodleboy7

So is there any way to skip these ads, or would you just have to stand, silent and motionless, until each one went away on its own?

Toysoldier34
Toysoldier34

@godzillavskong The ads on PSN only show when you go into th store. They are more of announcements about deals and what is newly released. With XBL you have to sift through ads just to get to content that you want. When I go to stream movies to my 360 off my PC I shouldn't have to go through an entire line of ads I don't care about. That is the big difference. If I go into a store then ads aren't as big a deal. I don't want to see them when I don't want to, and on 360 that isn't an option.

Toysoldier34
Toysoldier34

Ads...really? Xbox Live is filled with too many ads as it is. How about some good games for Kinect?

godzillavskong
godzillavskong

@Jordo_d Uh, there are ads on the PS3. Once you click on the Playstation Store you will see em. I just hope the extent of these adds aren't bothersome. This should be a no-brainer for Microsoft to lower the price of Gold though. I'll take adds, even ones that I can't skip, as long as it lowers the price of Gold.

deathwish026
deathwish026

lol good one gamespot. aprils fool was 2 months ago.

PixelAddict
PixelAddict

Um... I did not buy my Kinect so I could interact with XBL ads more effectively....

vadicta
vadicta

This will surely make the hardcore gamers run out to buy a Kinect.

Homefree122
Homefree122

This just seems like more work. Don't we watch TV to relax?

Souldrainer2021
Souldrainer2021

if ms gets money from these ads, i hope the cost of xbox live goes down, other wise MS can suck it.

cr8ive
cr8ive

Advertisement is fine, as long as I don't have to pay for it... and we do have to pay for xbox live, so ad content should be our choice, unless microsloth will waive the live membership fee

tko6070
tko6070

I think i'll unplug my kinect and hook it up to my pc and wait for some cool sdk made programs

MagicOneUp
MagicOneUp

will there be a command "xbox ads off" ?? until then... no thanks MS.

stziggy
stziggy

What's the Kinect equivalent of hitting the fast forward button?

raahsnavj
raahsnavj

Another good reason why I have my X360 boot directly to the game in the tray now...

Skinz_71
Skinz_71

whatever happened to options on the Xbox 360, I quote " I don't need WiFi, I don't need Blu-Ray, I don't need HDMI, not to mention I'm not forced to buy a Gold member subscription " To me the Xbox is nothing "with or without" that stupid gold membership! I still can't believe they actually turned Facebook, Twitter, Ads and Netflix into "Premium Services! All that stuff is FREE everywhere else on the Freakin planet! I feel as a Gold Member I'm most definitely taking up the "A" hole dry from M$

Odeenay
Odeenay

Thank you loyal customers for buying a Kinect. As a token of our appreciation, here are some really cool ads that people who haven't given us their money yet will not be bothered by... luv u :)

InfraRedSkittle
InfraRedSkittle

@EzechielPregzt At war? No! They are business rivals. To show a competitors product in there video is not a smart move. I know Sony laptops uses Windows, that's something totally different.

ClaudiusCaesar
ClaudiusCaesar

They would sell millions of Kinect if we could wave the ads away.

ZeroChance79
ZeroChance79

Awesome. Cant wait to fire up the ol' 360 and tell Ronald McDonald to kiss my ****.

thenephariouson
thenephariouson

Give us quality first party exclusive titles!! Talk about a misallocation of resources.

P8rt
P8rt

Guaranteed not to feature adds for core 1st party games.

DrKill09
DrKill09

I interact with commercials all the time... by changing the channel! :P

CaptainBlink
CaptainBlink

Yes, thats what I do.... spam all my friends on Facebook and Twitter with ads. They would def follow me or stay friends with me. Did he really call teenagers creatures also? Just shows what the ad world thinks of their audience. A bunch of creatures running around talking about cool ads all day.

Haasdude
Haasdude

I don't mind the ads that are on the current xbox dashboard, so I hope that these NUads won't be any more intrusive. It's an interesting idea (not anything that most people would use)...of course it would be nice to have an option to remove ads - like that's ever going to happen!

Phooey442
Phooey442

someone actually thought this was a good idea?.....and someone else actually agreed with that person!

dinslacck
dinslacck

can i say "xbox i don't want any ads please"

bluedevil64
bluedevil64

Soooooooo close to unplugging from Xbox Live for good.......

darth_mage
darth_mage

First popups, self-expanding and audible ads on web pages, then on my phone and now they're on my game's console. Do companies not realise i buy things for a reason and that reason is NOT to be continually annoyed and inconvenienced by adverts? if i want your product i'll go out and buy it because its good and i definitely won't if you interrupt what i'm trying to do so you can tell me about it.

EliteNamedSteve
EliteNamedSteve

Buy $200 console. Buy $130 addon. Buy $60 game. Buy $60 annual subscription. Get assaulted by advertisements... Stay classy M$

NickyWithATicky
NickyWithATicky

I can see a lot more Kinects being sold once they announce that they're making the Lynx ads interactive.

EzechielPregzt
EzechielPregzt

@InfraRedSkittle Wow you are acting like Microsoft and Sony are at war.... Just because they compete with consoles doesn't mean they are at war. Hell Sony makes laptops using Windows.

drokmore
drokmore

This is a terrible idea, theyre trying to get the Kinect momentum going after being out for months with little content too boot. Now they want us to make them even more money...

Icehearted
Icehearted

$_$ And then just like with Windows Live they pour more funds into a stillborn platform while the rest of us spend our money elsewhere. Way to stay in touch with the consumer, Microsoft.

RockySquirrel
RockySquirrel

One reason to play a console is to get AWAY from advertising and focus on fun! Maybe I will try a PS3 after all... hmmm.... (hey MS, do your fans a favor and don't put ads for unhealthy foods on the Xbox!)

keg2kay
keg2kay

[This message was deleted at the request of the original poster]

DragonRift
DragonRift

I always thought when you paid for a premium service, ads would be nixed... Kinda like premium movie channels, or paid accounts on websites. This is quite infuriating. This is yet another reason why I think the Kinect is going to cause a slow, painful death to our beloved 360s... ;_;

Dire_Weasel
Dire_Weasel

Wow, waggle + advertising? Could that be any less appealing?

SkamArtist
SkamArtist

Can I say "XBOX Get this $h*t off of my screen"!

AuronAXE
AuronAXE

@soaduk No, not meant to be sarcasm. It was a serious post.