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Game Pass inherits problems from Xbox
Reflecting on the past year, one might speculate that the number of former subscribers would have been significantly higher had we conducted this inquiry earlier. Fast forward to October 2025, when Microsoft faced a pivotal moment, realizing that its ambitions had outstripped its capabilities. The company raised the price of Game Pass Ultimate from to per month, coinciding with the much-anticipated launch of Call of Duty: Black Ops 7. However, following a series of layoffs and a leadership overhaul, the subscription price was subsequently reduced to a month, albeit without the immediate availability of new Call of Duty titles. Instead, these blockbuster games will now grace the service a year after their initial release.
As we’ve discussed, Game Pass appears to be a fixture for the foreseeable future. Microsoft has invested nearly a decade and approximately a hundred billion dollars into establishing this service as the cornerstone of its gaming strategy—not just for Xbox, but for its broader gaming aspirations. This level of investment creates a momentum that is difficult to reverse; even significant job cuts are unlikely to alter its trajectory. The company is now at a crossroads: it must either continue to innovate and attract subscribers or risk abandoning its substantial investment.
Considering the current landscape, where an Xbox console ranges from 0 to 0, many potential gamers already possess devices like smartphones or laptops. The desire to access games on these existing screens remains strong, particularly with the upcoming “Project Helix,” which seems to echo the concept of the Steam Machine. This leads to a pressing question: what strategies should Microsoft employ to enhance its subscriber base? Beyond simply releasing new COD titles annually or acquiring the next mid-tier game studio, especially as budget constraints tighten, I have identified three key areas of focus that could resonate with me as a PC gamer who predominantly favors Steam.
Step One: Accessibility
Accessibility stands out as an area where Microsoft has made commendable strides. The true allure of Game Pass lies in its ability to provide access to a vast library of games, regardless of location or device. A 0 tablet purchased from Walmart can seamlessly stream Game Pass titles, provided there’s a stable internet connection. This flexibility allows gamers to indulge in their favorite titles while on the go, whether in a vehicle or even on unconventional devices like a fridge. In this regard, Game Pass has indeed earned its reputation as the Netflix of gaming.
