The recent announcement of the British Competition Authority came into focus in connection with the Microsoft-Activision Blizzard acquisition, but several people in the industry noticed a special detail.
2018-ban Phil Spencer he statedthat Game Pass inclusion pushes a game’s sales rather than reducing them.
When you add Forza Horizon 4 to Game Pass, you immediately have more players, which leads to more customers. You would think they would subscribe for $10 to play. But no, gamers also buy when they see what others are playing.
Now, the documents suggest that Activision was not very keen on including their games in the subscription model in the first place. The subscription system cannibalizes the sales of the B2P (buy-to-play) model.
Microsoft’s internal analysis shows declining sales of core games, twelve months after their Game Pass release.
What is the truth? It is probably what marketing and communication require in the current business situation…
