Xbox Game Pass just got a whole lot more expensive, and it seems like Call of Duty is the reason. On October 1, Microsoft rolled out new pricing for its subscription service, including a hike to $30 per month for the top “Ultimate” tier, a 50% increase over its previous price.
According to a new report, putting Call of Duty: Black Ops 6 on Game Pass last year may have cost Xbox more than $300 million in lost sales on console and PC. And it seems like we’re the ones who have to pay for that financial hit.
Call of Duty’s Success Came at Xbox’s Expense
When Microsoft acquired Activision Blizzard in 2023, one of the biggest selling points was bringing big names like CoD to Game Pass. In October 2024, Black Ops 6 became the first entry in the series to launch on the subscription service. The move was a massive win for subscribers as millions signed up.
Breaking: Xbox lost over $300 million in Call of Duty sales in 2024 by putting Black Ops 6 on Xbox Game Pass, Bloomberg reports
Call of Duty's lost sales is one of the key reasons why Game Pass price has increased pic.twitter.com/OqSeAUZds5
Microsoft CEO Satya Nadella later said it was the most successful launch for the franchise in its history. But success on the subscription service didn’t translate to direct sales for Xbox. According to Bloomberg, estimates indicate Microsoft lost more than $300 million in sales of the title on consoles and PCs in 2024 by making Black Ops 6 a day-one title on Game Pass.
But a closer look shows where Xbox lost ground. IGN reported that 82% of retail sales came from PlayStation, not Xbox. Many Xbox and PC players opted for the cheaper subscription model instead of buying the game outright. Analysts now say the very strategy Microsoft hoped would grow Game Pass instead cannibalized one of its most lucrative series.
Game Pass hasn’t delivered the explosive growth Microsoft anticipated post-Activision… And they’ve realized their infrastructure costs don’t align with their pricing model.
Adding CoD to the service also came with another hidden cost: it reduced incentives for in-game purchases. Since players didn’t actually own the game, Xbox traded short-term retail revenue for subscriptions, meaning many players paid for a single month to try Black Ops 6 and then canceled.
Why Game Pass Is Getting More Expensive
The timing of the price hike is no coincidence. By the time Black Ops 7 comes out on November 14, all subscribers will have been moved to the higher rates. The change means that anyone who wants access to Xbox’s newest games on release day, including Call of Duty, will need to pay for the $30 Ultimate tier.
They’re about to lose more than that in Gamepass cancellations… I spent $240 on Gamepass ultimate last year, I’m only gonna buy BO7 if at all for $70… I’m not buying the other games in Gamepass that I played as a convenience, Gamepass was only worth it because cod+$10 online…
In terms of community feedback, we’ve had plenty of that. Following the announcement, Xbox’s cancellation system briefly crashed under the strain of users trying to unsubscribe. Still, Microsoft insists the hikes will be worth it. The new $30 Ultimate tier is the company’s attempt to rebalance the equation.
The upcoming day one games on the subscription service include titles like Ninja Gaiden 4, The Outer Worlds 2, and Black Ops 7. Depending on whether we pay up or walk away, this may determine not just the future of the service, but also Xbox’s entire strategy.
Will you be keeping your subscription? What do you think of this latest news? Let us know in the comments!
