Microsoft is testing a Game Pass ad for Windows Insiders

Microsoft rolled out the Windows 11 Insider Preview Build 22635.3500 to the Beta Channel towards the end of last week. The build has several new features. It includes a new account manager within the Start menu and support for Gmail through Windows Share.

Some Windows 11 Insiders get to see a Game Pass ad

However, aside from focusing on improving its AI capabilities that aim to improve the user experience, the company is also introducing adverts in Windows. The latest build for Windows Insiders offers a new Game Pass ad within the Settings app. “We are introducing a new Game Pass recommendation card on the Settings homepage,” said Microsoft.

Notably this new Game Pass ad won’t bother every user. The recommendation card on the Settings Homepage shows up for users who actively play games on their PC. “As a reminder – the Settings homepage will be shown only on the Home and Pro editions of Windows 11 and if you’re signed into Windows with your Microsoft account,” the company added. So, none except the Windows 11 Home and Pro users will have to see the Game Pass ad.

Microsoft has added ‘recommendations’ to Windows 11 before. Alongside placing a Game Pass ad inside the Settings app on Windows, the company is reportedly trying out adding some in the Start menu’s ‘recommended’ section. However, it’s important to mention that the latest addition doesn’t look intrusive. As TechRadar noted, “Microsoft is really trying to blur the line between what’s an ad and what it claims are just friendly recommendations.”

An advert or just another helpful recommendation?

Many people also seem to be okay with the ads as the company is advertising its products and services like the Game Pass to people who might benefit from an improved user experience. Notably, there are also users who do not seem to like the idea even if they are from Microsoft themselves, and are not intrusive.

Not to mention they won’t be happy about recommendations of third-party services inside Windows. It’s like the UI is the digital space for the users’ work or entertainment. The addition of adverts or recommendations into the space may make it look like a billboard where the recommended products or services have nothing to do with the core user experience.

Nonetheless, we will have to see how many ads or recommendations Windows gets in the future, and more importantly, how friendly they remain.