Xbox gamers took to social media to air their concerns regarding full-screen pop-up ads being shown the moment they turn on their consoles.
The pop-up ad appears as an invitation for users to join the Developer_Direct '24 event, which they can watch on YouTube.
Tom Warren, a senior editor at The Verge, shared the news via X after he experienced the pop-up ad himself.
"The fullscreen Xbox pop-up ad has returned for the Developer_Direct. I just turned on my console and got this one," Warren wrote.
Other users expressed disappointment towards the ad, calling it "the new thing" happening on Xbox.
"The Xbox consoles are not and never were advertised or sold as a subsidized device, but the ads are surely making it feel like one [...] If you defend this, I won't ever understand why you do. If you are apathetic to it, I completely understand you and if you're disappointed by it, I'm with you," another wrote.
Are In-Game Ads the New Norm
This is not the first time the Microsoft-owned gaming giant has irked its fanbase for displaying unavoidable ads.
Last November, Xbox surprised users with a full-screen Call of Duty: Modern Warfare lll pop-up ad, which they saw the moment they turned on their consoles.
Microsoft has annoyed the internet with fullscreen Xbox pop-up ads, but they don't have to be annoying. Here are my thoughts on the Call of Duty ad that appeared yesterday 👉 https://t.co/BJudQdeFJmpic.twitter.com/XDiPAYNQRp— Tom Warren (@tomwarren) November 3, 2023
Previously, it also used pop-up ads to promote big franchise games, such as Starfield and Forza Motorsport. Similarly, Ubisoft's Assassin's Creed ad also sparked backlash from users with how the ad banner popped up in-game.
Due to the recurring incidents, many gamers in the community have begun to question whether in-game ads would become the new norm for the industry.