Microsoft is developing an adware program that will allow “selected brands” to advertise in free Xbox games. The company told Business Insider. However, Microsoft and Xbox have promised to be careful with advertising, so as not to irritate players and interrupt the game.

Microsoft wants to work with AdTech companies to create a system that will allow brands and advertisersbuy and advertise in free Xbox games.

People involved in planning and negotiation point out that advertising can appear as digital billboards in racing games or open-world games. It is unknown at this time if the ads in free games will take other forms, contain audio and video.

It is also not yet known whether Microsoft and Xbox have begun selecting advertisers and brands for the new system. Nevertheless, the launch of advertising is expected in the third quarter of this year.