The update is gradually rolling out to consoles worldwide.
When the option appears, players can choose "Yes, I agree" to receive personalized ads, or "No, thanks" to continue seeing irrelevant ads. Choosing "Yes" means that the ads will be based on the user's gaming habits, including purchased and played games, as well as related services. Choosing "No" will leave the ads, but they will be less accurate.
Microsoft emphasizes that the system does not collect new data. It only uses information that is already generated during normal Xbox use. "Your trust is our top priority," the company said, noting that the goal is to improve content discovery, not to violate privacy. By using existing gaming data, Xbox aims to show more useful ads, such as recommendations for add-ons or related content.
The feature has already sparked discussions in the community. Some consider it a convenient way to find games to their liking, while others are wary of the presence of advertising on a paid platform.
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Cover art by: Xbox. Cover art source: Twisted Voxel