Business Insider· 1h ago· 1 min read
<figure><img src="https://i.insider.com/6a4c0ce35dc133dbf310d571?format=jpeg" height="4662" width="6993" alt="Visitors walk in front of the Xbox booth during the Gamescom video games trade fair at the Trade Fair Center in Cologne, western Germany, on the first day of the fair on August 20, 2025."><figcaption><p class="copyright">INA FASSBENDER/AFP via Getty Images</p></figcaption></figure><ul class="summary-list"><li>A version of this post appears in the CMO Insider newsletter.</li><li>Sign up for <a target="_blank" href="https://www.businessinsider.com/subscription/newsletter/cmo-insider" data-autoaffiliated="false">Business Insider's weekly marketing newsletter</a>.</li></ul><p>With little fanfare, Microsoft's Xbox made a move last week that could shake up the gaming ad market.</p><p>Xbox is testing a way for users to stream games they own for free by watching ads, rather than paying…
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