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Microsoft is increasing its efforts to place advertisements throughout various products and online games.
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Microsoft engineers filed a patent earlier this year to describe an "unintrusive" way for personalized ads.
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And other content to be placed while gamers are playing an internet-connected or cloud-based game.
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The patent notes that streaming games are becoming more popular but don't offer personalization options that would allow for a richer gaming experience.
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Microsoft suggests that users should be provided with personalized and immersive content via an online or cloud-based gaming platform.
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The message is that games can be fun, but ads in games would make them more enjoyable.
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The patent describes overlay technology that can determine when a person is streaming a game.
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It also determines when an action has ebbed, and the user is "below the threshold interaction count."