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Xbox Game Pass Is ‘Not A Profit Play’

Xbox Game Pass is “not a big profit play” – but forms a big part of the brand’s future. Image Source/ Bang Showbiz That is according to Xbox marketing boss Aaron Greenberg, who has explained that the company is taking a long-term view of the subscription service. Asked about people expressing fears about the Game […]

Lucy Cooper Lucy Cooper

Xbox Game Pass is “not a big profit play” – but forms a big part of the brand’s future.

Image Source/ Bang Showbiz

That is according to Xbox marketing boss Aaron Greenberg, who has explained that the company is taking a long-term view of the subscription service.

Asked about people expressing fears about the Game Pass – which is generally considered to offer great value for money – Greenberg told What’s Good Games:

“We always laugh [when we hear that]. Please don’t worry about us.

“Microsoft is going to be alright. We’re gonna make it – I think we’re gonna be OK.”

Greenburg explained that Microsoft is actually focusing on over-delivering on value.

He said:

“It’s a different mindset.

“If you do optimise for profit, and you do specifically say … you can either say, ‘How we do get as much profit out of each customer?’ Or, do you pivot that and say, ‘How do we add as much value to our fans?’ ‘How can we actually over-deliver on value?’ If you do that, you build fans for life.”

The Game Pass was launched in 2017 and gives gamers access to titles from a range of publishers for a single monthly subscription price.