Business Insider Sources reportthat Microsoft is developing a program to place ads in free-to-play Xbox games. Third-party companies will be able to purchase ads on a “private marketplace”. It is not yet clear which in-game aspects of the ad will be covered – character skins, videos or banners. We only know that Microsoft is still choosing firms that will create a catalog and advertise. According to the company’s plans, the program will be launched by the third quarter.

Microsoft has neither confirmed nor denied this information. In a statement to Business Insider, a Microsoft spokesperson said the company is constantly “improving the experience” for developers and players, but “there’s nothing more to share.”

Journalists suggest that such an emphasis on advertising will allow developers to earn money on free games without thinking about paid content: season passes and skins. This may convince creators to focus on Xbox games rather than PlayStation or Switch.