Xbox Media Solutions

Xbox Media Solutions is Microsoft’s in-game advertising, adtech engineering and media-monetization business, operating within Microsoft Advertising and Microsoft Gaming. Formerly Activision Blizzard Media, the organization expanded from monetizing King’s mobile game inventory into a cross-platform offering spanning mobile, PC and console gaming environments.

Its work centers on commercial integrations designed to fit naturally within play. The unit builds and operates publisher monetization and ad-serving technology for gaming audiences, connecting advertisers with media surfaces across Xbox, King and Microsoft Casual Games.

Advertising capabilities

• Rewarded in-game video: Opt-in video units that exchange advertising attention for in-game items, currency or extra lives.
• Interactive and playable ads: Branded mini-games and playable experiences embedded in native game loops.
• Native gaming integrations: Display, video and sponsorship activations across Xbox console surfaces, Windows gaming environments and casual games.
• Measurement and analytics: Brand-lift studies, attention metrics, player-immersion scoring and ROI reporting.

The business also supports brand-safety compliance, including TAG Certified and IAB UK Gold Standard standards. Its engineering work includes scalable publisher ads and monetization systems, while product and design teams develop immersive ad formats for gaming.

Commercial work

Public campaign examples include a Prada Candy playable activation in Candy Crush Saga, Maybelline New York’s in-game video and interactive campaign, and Arla Anchor’s “Butter the Food, Butter the Mood” playable campaign. The organization has also delivered custom console dashboard and gameplay sponsorship integrations for brands including Chevrolet, Sprint and T-Mobile.

Following Microsoft’s October 2023 acquisition of Activision Blizzard, the business was integrated into Microsoft Advertising and brought to market under the Xbox Media Solutions name during 2024–2025. Engineering and recruitment materials may also use Xbox Advertising or Xbox Media for the same operating organization.