While reporting on Microsoft’s recent layoff, The Verge confirmed that Microsoft has high hopes that putting Call of Duty: Black Ops 6 on Game Pass will “shift the needle for its subscription numbers and help grow its gaming revenues,” and why wouldn’t it? Call of Duty is one of gaming’s most recognizable franchises and one of the main reasons why PlayStation fought tooth and nail against the mega-merger that saw Activision Blizzard become part of Microsoft.
However, it’s fair to wonder if this strategy will yield positive results. The core issue lies in the deeply ingrained purchasing habits of the Call of Duty fanbase. For years, dedicated players have bought the latest installment at full price, often as one of the few games they purchase annually. This routine, coupled with its multiplayer focus, has created a loyal customer base that may resist the “new” consumption model.
The value proposition of Game Pass, while appealing to many, may not be enough to sway the average Call of Duty player. These gamers often prefer to outright own their favorite titles, rather than access them through a subscription service. Access to more games via the Game Pass may hold little appeal to those primarily interested in Call of Duty’s multiplayer experience.
Moreover, the PC gaming market, where Microsoft has tried its hardest to expand its Game Pass reach with little success, presents its own set of challenges. The glaring lack of quality games on PC Game Pass compared to the Game Pass, including the new Game Pass Standard, isn’t enough to make up for its lower price.
To truly capitalize on the addition of Call of Duty, Microsoft may need to bolster its PC offerings and address technical issues, such as the lack of a native Linux client for Steam Deck users, among others.
The financial implications of this move are complex. While it may lead to a short-term boost in subscriptions, there’s a risk of cannibalizing full-price sales.
The question remains whether the increase in subscribers will offset the potential loss of $70 purchases. It isn’t impossible for Call of Duty: Black Ops 6 to become the most-played Call of Duty at launch but also put up one of the worst launch figures, which isn’t a good look two years after Call of Duty: Modern Warfare 2 set a new record for the franchise. Additionally, the cyclical nature of Call of Duty’s popularity – with player numbers typically dropping off after the first few months – could lead to a surge of cancellations after a few months.
Microsoft’s strategy also raises questions about the long-term value perception of both Game Pass and Call of Duty. If the franchise is not consistently available on the service in future years, it could lead to disappointment and a devaluation of the Game Pass offering in consumers’ eyes. Simultaneously, it might impact the perceived value of Call of Duty itself, potentially affecting future sales.
Starfield went through a similar situation last year, setting a new record for the Game Pass only to see player numbers drop dramatically as the hype died. Although it’s showing signs of recovery after a year, Microsoft would prefer if their subscription numbers didn’t fluctuate and depend heavily on blockbuster titles. To solve this problem, it has to consistently find a stream of high-quality content that keeps users engaged month after month, which is hard when you can’t even get games like Black Myth: Wukong to launch on Xbox ,let alone the Game Pass.
The coming months will play a crucial role in determining whether this gamble pays off or if Microsoft will have to go back to the drawing board once again.
