Microsoft is developing a program that will help to bring in-game advertisements into free-to-play games on Xbox, according to a new report from Business Insider.

The goal, according to the report, is to provide a new revenue stream for developers--Microsoft itself would not be taking a cut of the ad revenue generated. Examples of how ads might be placed include billboards in a racing game.

While that might sound somewhat natural, it's noted that Microsoft is aware of the potentially off-putting nature of advertising in games--something that is still rare in PC and consoles games. (Past implementations, such as the infamous billboards in Battlefield 2042, have gone over poorly with players.) That apparently is not enough to dissuade Microsoft from pursuing this avenue, but the report states that a "private marketplace" could be created so that only certain brands can participate.