Microsoft introduces personalized ads on Xbox: this is how they will work

The company will allow choosing between adapted recommendations or generic ads, without stopping showing advertising.

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Xbox has started testing a new feature that will give much to talk about: personalized ads on console. The novelty appeared in the menu of several users, confirming that Microsoft is progressively deploying this option that will take advantage of game data to recommend titles and additional content more accurately.

If the user accepts the feature, they will see game and DLC recommendations tailored to their preferences in the Xbox interface. If they reject it, there will still be ads, but they will not be adapted to their profile, so they may be less relevant.

How personalized ads work on Xbox

• Option enabled: ads are adjusted based on your gaming activity.

• Option disabled: you will still see ads, but in a generic way.

• No additional data collection: Microsoft clarifies that no more information will be collected than necessary for the system.

• Implementation time: it may take up to 72 hours for the configuration change to take effect.

This measure arrives in the midst of Microsoft’s push towards a more connected ecosystem and new monetization channels. The key now will be to see how the Xbox community reacts to this implementation and to what extent it is perceived as an improvement or an intrusion.

Microsoft is rolling out personalized ads on Xbox consoles. If you enable this setting then game and DLC recommendations will be tailored for you. If you disable it you’ll still see ads, but they’ll be less relevant pic.twitter.com/y3o6wWZ4k3

— Tom Warren (@tomwarren) August 26, 2025