Has Microsoft Become Too Greedy With Siverlight?
Last week Microsoft announced that it will integrate its Silverlight technology into the Xbox 360 dashboard. Silverlight's embedded browsing technology will be used to bring animated streaming advertisements to the Xbox Live, for both Gold and Silver members. While the Xbox 360 dashboard already plays host to advertisements, the Siverlight-enabled ones will feature video and sound, much like those annoying flash ads that populate some websites.
Advertisements in video games have long been a point of contention between gamers and publishers, but this marks the first time that video ads will be so prominently displayed in the OS of a gaming console. Advertisers, backed up by some dodgy poll data, say that gamers don't mind the intrusion because they are "immersive" and "realistic", such as real-world advertisements on billboards in a racing game. However, many gamers find the ads problematic and distracting, especially after having paid up to $60 to play a game or $50 per year to use Microsoft's online service.
While Xbox Live Siver members are pretty much required to put up with the abuse because, well, they haven't paid anything to use the online functionality of the box, this move has angered Gold members who say they already pay too much to be subjected to ads.
Responding to the loud criticism this week, Microsoft's Major Nelson did little to quell the disappointment of Gold subscribers:
"I've seen quite a bit of discussion today about how we're bringing Silverlight ads to LIVE in the future. I need to let you know that you don't need to worry about a huge influx of ads across the dashboard. One of our core principles is to enhance, not interfere with the gaming experience, and we work directly with our partners to only deliver experiences that are relevant to the LIVE community. Silverlight will help make those ads a more organic part of the dashboard, like we've done with some of the NXE slots in the past. No one on the team wants to turn the dashboard into something that looks like Shibuya Crossing. That's just not good for anyone."
Even if our Xbox Live dashboards don't look like a crowded Japanese thoroughfare, we still aren't comfortable with paying Microsoft for the privilege of viewing ads that bring them even more revenue, especially when other competing services like Playstation Home are totally free. What do you think about Microsoft's use of silverlight to bring more dynamic ads to Xbox Live? Is this corporate greed run amok, or are you one of those survey respondents who likes "immersive" advertisements? Let us know in the Xbox forums.
What Siverlight ads may look like.
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Comments
matt
- July 6, 2009 7:10 PM
i don't mind when its a billboard in a racing game or something like that but i don't want silver light and advertisements unrelated to gaming in my games or like these ads.
i hated the advertisements for games and tmobile and other random crap when i had my 360.
i don't have these problems on my ps3
mobiustrip
- July 6, 2009 7:52 PM
My problem with silverlight is we're already paying for Xbox LIVE service. Usually people pay for a service to get the ads removed. Not so for Microsoft. It really incenses me when I look over at the PS3, which offers its free PSN service, and nary do I see an ad. If your competitors can provide a non-intrusive service at $0 and you're charging $60 annually for your service plus you're making them watch ads you've sold, it means MS really only cares about generating revenue over providing a comfortable environment for their end users. MS is screwing over the consumers twice.
DaveBG
- July 7, 2009 11:45 AM
Instead of ignoring everything Microsoft have said about this & then going off imagining what sort of ads these might be at some point in a distant future how about talking about the reality instead?
The only ads I've seen so far are billboard ads (and Xbox is hardly unique in having those) and some ads you can choose to go & see (cos they tell you about new games or movies).
Also, since when did a 'pay' service automatically mean ad-free?
Go look at your cable or satellite TV pay service and see how crammed full of ads that is & then tell us where you got the idea that just cos you've paid for a better service it ought to be ad-free.
By all means bash Microsoft on the stuff they're not doing well at but inventing silly scenarios that at completely divorced from any credible reality is a waste of everyone's time.
The PSN guys may enjoy it while it lasts, XBL proves there's a big new revenue stream out there and sooner or later what happens on XBL will be happening on PSN.
DaveBG
- July 7, 2009 11:51 AM
BTW
Silverlight is an extremely clever video streaming tech (it's what all that talk about direct HD video streaming was all about at E3).
So how come the only angle on this you're discussing is the possibility of XBL ads?
Kris
- July 7, 2009 1:28 PM
Dave,
Thanks for your comments. I feel like the advertising angle is the most important angle because it is what Microsoft has been talking about (see Major Nelson's comments).
Sure, Silverlight is awesome technology and could be used to do some neat things like stream better video, but it's sad that the first thing Msoft thinks of is more intrusive ads.
And ads with video + sound are going to be more intrusive.
Your point about cable TV is fair, but arguably you only pay the cable company for the convenience of running the lines to your house. Paying for Xbox Live is NOT the same thing, because we already pay broadband internet ON Top of Microsoft's service.