Microsoft has quietly opened a new ad surface inside Candy Crush Saga, and the early performance data is hard to ignore. Rewarded Portals appear between levels as opt in interactive moments where players unlock a full screen branded experience in exchange for an in game reward. According to Microsoft, the format is generating over 2x incremental brand lift across recall, consideration, and purchase intent when layered into broader campaigns.
That kind of result is unusual for any single ad format. It points to something structural about how players engage with gaming inventory inside the Microsoft ecosystem.
What makes Rewarded Portals different
The placement sits on the level screen, which is one of the most visited surfaces in the game. Unlike interstitials that interrupt play, Rewarded Portals stay persistent until a player chooses to engage. That changes the economics of attention. Players are not skipping past the unit. They are deciding whether the reward is worth the interaction.
Microsoft frames this as a value exchange rather than an impression. The player moves from the level screen into the interactive branded placement and then into a reward resolution sponsored by the brand. Three distinct moments of attention, all opt in.
Why the format matters for media plans
Rewarded ad inventory is one of the few formats where players actively want to engage with brand content. That is a structural advantage worth understanding. Most ad placements rely on disruption. Rewarded formats rely on consent.
What is new here is the scale. Candy Crush has hundreds of millions of monthly players, and the level screen is a high frequency touchpoint. Pair Rewarded Portals with Playables and Rewarded Video and a brand can build a multi touch sequence inside a single game environment.
For advertisers running brand campaigns through Microsoft Advertising specialists, this is an opportunity to test a format that few competitors have access to. Xbox Media Solutions is currently running closed beta access in select markets.
What to do next
Three practical takeaways for media planners.
First, Rewarded Portals are best evaluated alongside other Xbox formats rather than as a standalone test. The 2x lift figure assumes layered exposure with Playables and Rewarded Video.
Second, the format is gated. Brands need to request access through their Xbox Media Solutions Account Manager. Agencies without an existing relationship should plan ahead.
Third, this is part of a broader pattern. Microsoft is leaning into immersive, opt in formats inside the Microsoft gaming ecosystem. If your media plan already uses Microsoft Advertising activation coupons for new account onboarding, this kind of brand inventory pairs naturally with the activation phase. The early signal is strong. The window to test before competitors crowd in is narrow.
This insight is based on content originally published on the Microsoft Advertising Blog, rewritten with added context and perspective by Scepter Digital.
