If you’re a user of a streaming platform (not pointing any fingers, but Netflix has been a little prolific in this) that has developed a hatred of autoplay ads, Microsoft does thankfully reassure users that you’ll be able to disable video autoplay in the Microsoft Store’s settings.

Back in August, Microsoft started testing some new changes to the Microsoft Store that primarily focused on a new Downloads section and a tweaked Library section. Yesterday, Microsoft started testing a new product page experience in the Microsoft Store.

Microsoft has started testing a new “immersive” experience on the Windows 11 Microsoft Store that lets developers add hero images or auto-playing video trailers at the top of their product pages.

Microsoft Store's new immersive experience makes the platform look professional. It could easily compete with Steam.