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Stevie Bonifield
Microsoft patent application shows how it might start using in-game context to show ads.

A system for “contextually aware” ads described in the patent application could pause gameplay “at the operating system level” to show an ad when certain in-game events or triggers happen. For instance, players might get an ad break after a boss fight or when their avatar “is determined to be in a safe location, such as the user’s team base.”

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