Xbox One created 'with advertising in mind'

Xbox Live advertising division staff say the Xbox One was built with ads in mind; advertisers to get limited access to Kinect features.

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The Xbox One and its dashboard user interface were built with advertising in mind, key members of Microsoft’s UK Xbox Live Advertising team have told website StickTwiddlers on a recent visit to the company’s headquarters.

A two-hour discussion with the senior digital art director/user experience designer and technical account manager for Xbox Live advertising revealed that all advertising created for the platform must work with both a standard Xbox controller and the console’s mandatory Kinect camera system.

“With the new Xbox One, the technology and Kinect has improved a lot,” said the technical account manager for Xbox Live Advertising, “so that actually, the voice recognition, the way you speak to your Xbox, and the transition between gaming and watching TV is a lot smoother, and hopefully we can transpire that into advertising that we do.

“Xbox is moving more outside of the bedroom. We’re seeing much, much more people use it in living rooms where there is family, friends, there is lots going on, so there is a context of perceiving the content,” the senior digital art director/use experience designer said. “It’s not like when you’re at work, when you sit in front of a screen and your experience is very personal. But with Xbox, it’s lots of people in front of one big screen. They are playing or watching together, and advertising is being consumed in a totally different way.”

Microsoft hopes that the inclusion of Kinect with every Xbox One system will allow the company to better serve contextually relevant ads, and that integrating advertising material within content will make it less jarring.

“On Xbox, the ad is part of the actual experience, it’s not something that is outside. The only difference is that the advertisement we have is quite small and not disruptive, so people are not aware of clicking on the banners because they know this is a part of the whole experience on the dash,” the senior digital art director revealed. “So the users know that this is something that when they click on it, they won’t be hit by something crazy or something dangerous like on the web. Everything that lands there, we create."

Microsoft's advertising team believes the upcoming Xbox One will allow advertising to evolve in line with the platform's gaming content.

“It’s going to be an exciting transition, though, because the 360 console wasn't built with advertising in mind, it was more of an afterthought, so we've had to adapt to the technology and how we work to fit them in to the console,” said the Xbox Live advertising technical account manager.

Users concerned that the Xbox One and its Kinect camera may be collecting personal, identifying, or biometric information from the system should not be concerned, the team said.

“This sort of works at two levels. There’s the game producers, who have a different API, so a different set of code and system that they use, and they've got a lot more control of the whole thing,” the developer commented, “whereas from the advertising point of view, we have a slightly more limited set, which is designed to protect the user. The company is very keen on protecting the user from any sort of abuse, so we can’t do certain things.”

Originally likened to a “monitoring device” by Germany's federal data protection commissioner, Microsoft has attempted to allay consumer fears that its new home console will spy on its users. The company recently released official information on how the Kinect camera can be paused, which personal data the system will collect, and how it will be shared with third parties.

Discussion

4285 comments
Commissariot
Commissariot

Ad are good lowkey! until you have to pay full price for the system and games to view these magnificent things...


If you want to bombard me with commercials so bad microsoft, there better be stupid price cuts to everything, otherwise your just blatantly farming cash off of our time. Oh and we are stupid enough to pay for the privilege.

lowkey254
lowkey254

So they're trying to sell that Ads are good. Wow.

orangesonic
orangesonic

so before you start playing there always be a AWESOME (ironic) ad... like Utube...

frickin awesome! (ironic)

Zero_Nitrous
Zero_Nitrous

It seems it was built with it's own destruction in mind.

ddt88
ddt88

Just because users move from the bedroom to the livingroom, doesn't mean they want more crap on their screens. If I want ads, I'll watch TV!

Don't clutter up the dashboard with the BS that people don't want.

radcrab123
radcrab123

*turns on xbox one trys to play halo 5* WAIT ARE YOU HUNGRY READ THIS AD FIRST AND CALL PROGRESSIVE NOW DONT SKIP THIS AD

EAT DORITOS AND BE AWESOME

JOES CRAB SHACK HALF PRICE DEAL

PAPA JOHNS MEATLOVERS PIZZA

Me:STOP I JUST WANT TO PLAY HALO XBOX SHUT OFF ADS

Xbox:Are you sure?

Me:YES TURN OFF ALL ADS!

Xbox:shutting off *x1 shuts off*

Me:XBOX TURN ON

Xbox:plz watch these ads

Me:NO 

Get Mass effect 4 FOR FREE!

Me:oh now im interested *clicks on ad*

Xbox:Downloading virus Red ring of death initiated

Me:STOOOPPPPPP *Throws xbox one out window*

Me:Oh PS4 Im so sorry i left you now will you forgive me

PS4:Sure now lets play some ad-free killzone!

This is what i imagined after reading this 

Valdomer0
Valdomer0

Expect playing Halo 5 on Xbox One and start feeling hungry, by chance you say to yourself "I'm hungry, better get something to eat" when BAM!! advertisement of McDonald's: are you feeling hungry? Call us!!    '-.-

the13stuff
the13stuff

Also, I don't think anyone will feel good about shelling out the extra hundo for junk food ads that are "relevant to them". Here are some words they may feel about it though:

Creepy

Conniving

Unnecessary

Ripped-off

Marketing shill

Greedy

Puppet

Waste

the13stuff
the13stuff

It's as if Microsoft is saying "Dont buy our new system, and here's why"

khaos107
khaos107

I get ad's on my PC too when I'm playing on Steam. Like the Deal of the Day and Mid Week madness deals, I like those ads! X box on the other hand you turn it on and get hit with 100 ads most of which don't have anything to do with Gaming.

straightcur
straightcur

OK serious Microsoft, STOP TALKING!!!  every time you open your mouth, it gets worse.   I bet your console would've sold better had you released it blind with zero details revealed. 

built with ads in mind, lol, definitely wont be getting one even when the price drops

duuuuuuude1
duuuuuuude1

I can't wait to take my mech in Titanfall through the McDonalds Drive-thru for a quick recharge.

DirkXXVI
DirkXXVI

It's ridiculous that we can't unplug it.  Sure we can turn it off, but God forbid we unplug a non-critical accessory.  The ironic thing is when I first saw the demo I thought that the new Kinect was pretty cool, which should have been the reason people would use it.  Not because they have to, but because they want to.  

Revl8n
Revl8n

Xbox One was built with Microsoft in mind.

Hardstyler2012
Hardstyler2012

This isn't what i want to here, what a wanted to here was "XBOX ONE, BUILT FOR GAMING". goodbye Microsoft, hello sony

dreamcast210
dreamcast210

Everyone here needs to calm down. This is the way of the world. To think you wouldn't see advertising in a device is ridiculous.

Do you have a Roku box? Guess what, they're ads? Do you watch TV? Yep, ads. Do you browse Gamespot? Yet again, there are ads.

I'm tired of all this. Follow up in another year or two. I bet Sony is doing the same thing. It's an additional revenue stream.

GlaciusXL
GlaciusXL

The original dashboard (Blades) were created with functionality in mind. And I've missed them greatly.

pwnater777
pwnater777

Wait, wait, wait, wait, wait. "...all advertising created for the platform must work with both a standard Xbox controller and the console’s mandatory Kinect camera system."

Even the CONTROLLER and Kinect camera will have advertisements? I don't know how that's gonna work, but it will be awful.

fenrirx
fenrirx

"On Xbox, the ad is part of the actual experience" - WHAT? Who want ads to be part of an experience. 

I really don't like all the adverts on the xbox. Its one of the reasons I'm moving over to a PS4. The idea that the new console is designed with adverts in mind is awful. 


Godsire-
Godsire-

God Microsoft sucks so much a$$.

Oldgun
Oldgun

Following cut scene is brought to you by....."DORITOS !!!

Divedude
Divedude

If I buy your damn box, I dont want your DAMN ads.  This crap needs to go away.  starting to feel like I paid for a service to get ads and will have to pay more to make them go away.  They were not there in the beginning they should not be there now.

Woodi Jeffers
Woodi Jeffers

It boggles the mind how Micro$oft thought this system was a good idea, and that people would be excited about it.

stanknuggetz12
stanknuggetz12

Off topics a little but I was just researching some of the functionality of the xboxs exclusive hdmi in. So you can in fact plug in your Xbox 360 to your Xbox One and be able to quick switch to your 360 at any time.

So technically not only is the system backwards compatible but you can be playing and Xbox one game and 360 game at the same time and switch back and forth instantly. That's bad ass.

The is a lot of stuff people will figure out to connect to the one and access thru the one's UI.

So if you don't like tv or would just prefer to have instant access to a different hdmi enable device you will be happy to have a hdmi in.

HomieHesAKlown
HomieHesAKlown

The more they talk about the Xbox One, the worse it gets.

I f*cking hate ads, ad block, host file and peer block!

This is basically saying that the microphone and cam will be looking for key phrases spoken and products seen.

Weed, bong and cough medicine advertisements FTW!

j_kizi
j_kizi

Toast...... mmmmmh

SSJ4Goku2
SSJ4Goku2

Ok, this is getting a tad bit ridiculous. Can we just have news about games instead,....  :( this stuff could get you depressed.....

Elias Djabbour
Elias Djabbour

No, doesn't surprise me at all. Boycott this crap.

northArrow
northArrow

Ever since the Xbox One & Kinect were announced I've voiced my concerns regarding Microsoft sharing my information with its third party advertising partners. This article confirms it.

Shanks_D_Chop
Shanks_D_Chop

This article is hilarious. "Use experience design" sounds like one of the most bullshit job titles ever and they tell you "not to be concerned" by telling you nothing at all and just waffling crap. And the whole thing just sounds dodgy.

It's not a different way of advertising to people, it's not gonna change the way people perceive adverts. They're adverts. That's all.

Still, title article is misleading. It's "Xbone DASH created with advertising in mind".

FarginIcehole
FarginIcehole

@radcrab123 I want to see the Master Chief skipping down the road with a Papa John's Pizza and Doritos in hand.  Free delivery to the Covenant!

That gives me an idea...has anyone suggested that the official uniform for companies that advertise on Xbox One should be Mjolnir armor?

ROFLTURKEY1992
ROFLTURKEY1992

@the13stuff but all the ads that are making M$ money will be boosted by people buying gold  and believing that there'll be a turn off all ads feature

LilithN
LilithN

@dreamcast210 But Gamespot is free to read. TV is free to watch. Xbone costs you $500 and $60 a game. Do you call that free? They would better give xbone users some serious discounts or free stuff. I for one would not touch this spying adbox  with a stick. Also please be informed that we do not welcome Microsoft empleeys on our forums, so get the f* out of here.

NateDaddy112278
NateDaddy112278

@dreamcast210 I get so tired of people saying, "this is the way of the world."  I have a simple statement for you all, "it doesn't have to be."

fluffykiller
fluffykiller

@dreamcast210 The difference is my TV and roku/boxee do not have a virtual eye watching and possibly recording and transmitting data about me. The Kinect is waaay to Orwellian for me and has crossed the line. With the admitted fact that the NSA is intercepting data this is in my opinion a complete violation of privacy. That is why I am not buying this trash. I bought the original Xbox and the 360 but will steer clear of this like the plague. I will be going with the PS4, I already bought the Wii U.


Mroptimism
Mroptimism

@dreamcast210 You're comparing products that offer free services. Xbox and Xbox live isn't free. You pay for it. On top of that, Microsoft makes even more money through ads. Will you see the benefit of any of that? Nope. If you had ads on Windows 8 at start up, you would freak out and call it a virus/spy ware. If you found out it was all just part of the plan, you would be pissed.

Keeper_Artemus
Keeper_Artemus

@dreamcast210People shouldn't be required to like something that sucks.  Even things that have some benefits amidst their suckiness can be reversed by consumers, like Microsoft's recent reversals on game ownership on the Xbone.  Just another reason why I'm happy the PS4 doesn't have to be online.  Can't load ads, I'd think, if it's not online.

GlaciusXL
GlaciusXL

@pwnater777 The X,Y,B,A buttons are actually mini-screens and change into Im,Lvn,It,McD when Kinect's Terminator vision detects that you've reached the optimal hunger level.

northArrow
northArrow

@fenrirx For the life of me I don't understand what they're doing. Why would anyone want ads being part of the experience?

If they really wanted to create an amazing product that a lot of people would want in their living rooms why not integrate an adblocker into the console? Can you imagine that? Hooking up the Xbox to your cable box and it filters out commercials you don't want to see. They would sell millions each election year.

Instead they go the opposite route, they advertisers another avenue to peddle their crap at us.

GlaciusXL
GlaciusXL

@Oldgun And you can only skip it if you yell "NOW THAT'S PROGRESSIVE"

northArrow
northArrow

@Shanks_D_Chop  Functionally, what's the difference between Xbox One and the dashboard? You have to use the dashboard to use the console so it doesn't matter if GS didn't mention "dashboard" in it's title

orangesonic
orangesonic

@2leetchisgod2 @orangesonic hahaha just like me... can`t help myself... maybe i should replace irony with sarcastic... good idea! sorry

dreamcast210
dreamcast210

@NateDaddy112278 @dreamcast210 I agree with you. But the way of the world is ruled by the acquiring of wealth. As such, ways to make more money are always sought after. So this is the way of the world until the vast majority of people become willing to do things without expecting monetary compensation.

Shanks_D_Chop
Shanks_D_Chop

@northArrow @Shanks_D_Chop You don't have to use the dash board all the time. They talk only about adverts and banners on the dash, no mention of in-game. So it's not as if the entire XBone has been designed for it. As such it's erroneous to say that the entire console was created with advertising in mind to then follow it up with the information that they have.

northArrow
northArrow

@Shanks_D_Chop  Well I imagine people understand that their games won't be interrupted by commercials the same way TV shows are. (Or at least I hope so). Regardless, the dash is an integral part of the console, everytime you say "Xbox on!" it goes straight to the dash and now it looks like you'll be slapped with ads