




Microsoft is reportedly testing a program that would let Xbox users convert their physical game discs into digital licenses, a move that could eliminate the need for a disc drive in future consoles. The initiative is tied to Project Helix, the company's next-generation hardware, according to Polygon. "Xbox reportedly testing digital conversion of physical games ahead of Project Helix" Digital Foundry reported that the disc-to-digital entitlement program is seen as a necessary step for backwards compatibility ahead of a potential disc-free next-gen console. The outlet also indicated Microsoft will "likely" halt production of Xbox game discs, following Sony's similar announcement to cease physical PlayStation game production by 2028. "Microsoft is reportedly testing a disc-to-digital entitlement program for Xbox, which would allow users to convert physical game discs to digital licenses." While details remain scarce and unconfirmed by Microsoft, the reporting signals a broader industry shift. Both major console makers appear to be transitioning toward all-digital futures, with Sony committing to end disc production by 2028 and Microsoft now exploring a similar path for its own hardware. Polygon noted that the move signals a potential shift toward an all-digital future for Xbox, though it remains unclear whether Project Helix will include a disc drive. The testing phase suggests Microsoft is preparing for a marketplace where physical media becomes obsolete, even as it works to preserve access to existing disc libraries.

A randomized field experiment with 1,065 desktop Chrome users provides the first causal evidence that Google's AI Overviews significantly reduce clicks to publisher websites. The study found AI Overviews caused a 39.8% drop in outbound organic clicks and a 34.5% increase in zero-
Caroline Clark of Radish argues that while AI has become a standard tool in B2B marketing, it cannot solve the core problem of brand memorability. She contends that the Q3 period should be used for sharper strategic thinking, stronger creative ideas, and more human connection rat











adweek.it11h ago
Shared by @ycombinator ↗