Xbox is doubling down on its subscription service. At Gamescom 2025, ID@Xbox head Chris Charla revealed that Microsoft has made its “largest investment in Game Pass to date,” underscoring just how central the service has become to the company’s gaming strategy.
In a conversation with Eurogamer, Charla highlighted that most developers who bring their games to Game Pass once are eager to return. “The majority of our partners want to bring future titles to the service,” he said. “As a result, we’ve signed deals with more than 150 partners to expand the catalogue. We continue to engage with hundreds of partners each year to review upcoming titles.”
That developer enthusiasm has translated into steady growth. Charla noted that last year alone Xbox worked with more than 50 teams who signed their very first Game Pass agreement. “This year marks our largest investment in Game Pass to date,” he added, emphasizing the company’s focus on maintaining “the most exciting and diverse catalogue in gaming.”
Price Hikes and Pushback
The news comes at a time when Game Pass has undergone significant changes. In mid-2024, Microsoft announced a restructuring of its subscription tiers, including the elimination of Game Pass for Console. In its place, the company introduced a $14.99-per-month “Standard” tier.
Unlike Game Pass Ultimate or PC Game Pass, however, the Standard tier does not include day-one access to first-party titles. Instead, subscribers must often wait up to 12 months before blockbuster exclusives join the library. The shift drew sharp criticism from fans and regulators alike, especially as it coincided with a price hike for both new and existing members.
In fact, the Federal Trade Commission weighed in with a letter to the U.S. Court of Appeals, accusing Microsoft of “product degradation” and suggesting the move was inconsistent with previous assurances made around its $69 billion acquisition of Activision Blizzard in 2023. The FTC argued that removing immediate access to major releases while raising prices was “exactly the sort of consumer harm from the merger” it had warned about.
Microsoft dismissed the claims as “misleading,” framing them as part of the FTC’s ongoing effort to challenge the Activision Blizzard deal on appeal.
Call of Duty and a Subscriber Surge
If consumer frustration was expected to slow growth, the results told a different story. In October 2024, just weeks after the new pricing structure took effect, Microsoft revealed that Call of Duty: Black Ops 6 had shattered Game Pass records. The game not only marked the biggest launch in franchise history but also the first Activision Blizzard title to debut on Game Pass day one following the acquisition.
The release acted as a powerful subscription driver, offsetting concerns about delayed access in the Standard tier. For Microsoft, it was a validation of its strategy: that the sheer pull of high-profile titles could outweigh pricing shifts and structural changes.
Strong Financials in 2025
By July 2025, Microsoft’s Q4 fiscal results reinforced that narrative. Xbox content and services revenue climbed 13% year-over-year, a jump largely attributed to first-party releases and Game Pass performance. Amy Hood, the company’s chief financial officer, credited “better-than-expected performance from first-party content and Xbox Game Pass” as a key growth driver.
The numbers reflect how Game Pass has become more than a side project. It’s now the linchpin of Microsoft’s gaming ecosystem — a recurring revenue model that keeps players engaged across console, PC, and cloud.
What It Means for Developers and Players
For developers, Xbox’s continued investment means Game Pass remains an attractive platform for exposure and stability. With over 150 new partner deals signed, studios both large and small see subscription as a way to reach millions of players they might otherwise miss.
For gamers, the outlook is a little more complicated. While Game Pass still offers one of the most robust libraries in gaming, the recent restructuring highlights the tension between consumer value and corporate profitability. Standard tier subscribers now have to wait for marquee exclusives, creating a two-speed system that rewards those willing to pay more for Ultimate or PC access.
Still, the addition of previously unavailable titles, the promise of more third-party partnerships, and the weight of Microsoft’s first-party catalog continue to make the service a central part of the modern gaming conversation.
The Road Ahead
Xbox’s “largest investment yet” in Game Pass signals that Microsoft isn’t slowing down. The company is betting heavily that the subscription model will define the next era of gaming — much as streaming did for music and film. With record-breaking launches, steady revenue growth, and a pipeline of new partners, Game Pass looks set to remain the centerpiece of Xbox’s strategy well into 2026.
The question now is whether Microsoft can balance the service’s financial sustainability with the affordability and accessibility that first made Game Pass a fan favorite. For now, though, the message is clear: the subscription wars are only heating up, and Xbox plans to stay ahead of the curve.
