Call of Duty’s new campaign: boost Game Pass subscriptions

Xbox-maker and video game publisher Microsoft is planning a major shake-up to its gaming sales strategy.

This week, the company confirmed its most eagerly awaited new game – Call of Duty: Black Ops 6 – will be available to subscribers of its Xbox Game Pass service, upending Microsoft’s longtime approach of only offering such games as standalone products.

Background: Game Pass, along with Sony's rival PlayStation Plus service, offers access to hundreds of games in exchange for a $10-$20 monthly subscription – a model often described as “Netflix for gaming.”

And, much like the TV streaming industry, these services quickly gained popularity once they burst onto the scene. Game Pass has amassed 34+ million subscribers since launching in 2017, while PlayStation Plus – which added a game pass in 2020 – boasts 47+ million subs.

The latest move signals Microsoft is going all-in on video game streaming. Call of Duty ranks as one of the most successful entertainment properties of all time, with $30+ billion in lifetime revenue. Its publisher, Microsoft-owned Activision, has long released new editions annually, selling ~25 million copies for $70 each in recent years.

• The updated Call of Duty release plan means Microsoft will likely make less up-front money than usual – but the company hopes it will draw new users to Game Pass who end up sticking around, generating more revenue in the long run.

👀 Looking ahead… Microsoft is currently targeting a late October release for Black Ops 6.