The company is changing its strategy for major first-party releases, specifically the Call of Duty franchise. New entries will no longer be available on Game Pass Ultimate or PC Game Pass on launch day; instead, they will be added to the subscription service about a year later, around the next holiday season. This shift is likely a response to the challenges of the subscription service's lower price point and aims to stabilize revenue, though it may risk subscriber cancellations. Existing Call of Duty titles will remain accessible to current subscribers. The adjustment reflects a hybrid strategy in development and publishing, balancing subscription models with traditional sales to manage rising production costs. Microsoft is also lowering the barrier to entry to maintain platform appeal while delaying premium launches to protect revenue opportunities.