According to reports, Xbox aimed for 77 million Game Pass subscribers but currently has only 30 million.

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      Microsoft's major gamble in gaming has not met its initial expectations, even after years of acquisitions and significant investments.

      Microsoft invested considerable time promoting Xbox Game Pass as the future direction of gaming. However, a recent report from Bloomberg indicates that the service has significantly underperformed against the ambitious goals originally set by Xbox. According to the report, Xbox executives aimed for 77 million Game Pass subscribers by the end of fiscal 2026, but the service currently has around 30 million subscribers, which is less than half of Microsoft's original target.

      Game Pass reportedly reached its peak subscription numbers sooner than anticipated.

      The figures are particularly concerning when compared to recent data. Bloomberg states that Game Pass has roughly four million fewer subscribers than when Microsoft last made public remarks about the service in 2024, indicating that its growth has slowed rather than increased. Former Xbox employees mentioned in the report expressed concerns internally about the possibility that Game Pass subscriber growth may have already peaked.

      Microsoft also attempted to modify its pricing strategy. Last October, the company raised the price of Game Pass Ultimate by about 50%, but later brought it back down to $23 per month in April. The intention was for the premium tier to bolster Xbox’s broader content ecosystem and, in turn, boost game sales.

      The decision regarding Call of Duty wasn’t straightforward either.

      A noteworthy revelation from the report is that even within Xbox, there was not unanimous agreement on the decision to include Call of Duty in Game Pass from the launch date. Bloomberg points out that several employees were concerned that offering such a significant annual title through a subscription service could negatively impact full-price sales, particularly since the franchise has a strong track record in retail.

      These concerns appear to have merit. As Bloomberg reports, 82% of Black Ops 6 sales occurred on PlayStation, despite Microsoft’s ownership of Activision. The findings suggest that Xbox's subscription strategy did not provide the platform benefits many within the company had anticipated, even following one of the largest acquisitions in gaming history.

      The report indicates that Game Pass is unlikely to be discontinued. However, with reported stagnation in subscriber growth despite major acquisitions and early-release titles, these figures provide insight into why Microsoft might be reevaluating aspects of its gaming operations after heavily investing in subscriptions for several years.

      Varun is a seasoned technology journalist and editor, with over eight years of experience in consumer tech media. His expertise encompasses…

      Considering canceling PS Plus? Sony may offer you a deal.

      Reports indicate that some subscribers are being presented with discounts of up to 50% before canceling their subscriptions.

      Have you ever tried to cancel a subscription, only to be greeted with a "Wait! Here’s a discount!" message? It seems that PlayStation has begun applying this tactic. An increasing number of users are reporting that they are being offered discounts of up to 50% on PlayStation Plus when they attempt to cancel, marking one of the most significant retention strategies Sony has implemented in recent years.

      Not all subscribers receive the same offer.

      According to reports, Xbox's attempt to replicate the Netflix model in gaming has encountered difficulties, and the company is refocusing on hardware and first-party exclusives.

      For much of the last decade, Xbox was driven by a singular vision: to become the Netflix of gaming. Under Phil Spencer’s leadership, Microsoft invested tens of billions of dollars in Game Pass, acquired some of the industry's largest publishers, and promoted the idea that subscriptions, rather than consoles, would shape the future of gaming. However, a new Bloomberg report suggests that this vision is now being reconsidered.

      A shift in direction for Xbox.

      You can now install Windows on the Steam Machine, with a newfound support that you may appreciate.

      Official Windows drivers have finally arrived, even though SteamOS is still considered to provide better gaming performance.

      For years, Steam Machine owners have been demanding official Windows support. Valve has now fulfilled that request by releasing a complete set of Windows drivers for the Steam Machine, making Windows 11 installation possible without relying on unofficial methods or lacking hardware support. This update includes drivers for essential components like graphics, audio, Bluetooth, Wi-Fi, and SD card readers, significantly enhancing the feasibility of using Windows on the device. Windows on a Steam Machine now enjoys official support.