Microsoft reiterates commitment to bolstering Xbox Game Pass offering

In the lead-up to Sunday’s E3 presentation, Microsoft held a virtual press briefing about the future of Xbox and the company’s approach to gaming on Thursday 10 June.

Much of the press conference was dedicated to the Xbox Game Pass service.

Microsoft pledge to expand Xbox Game Pass

Microsoft’s pledge to expand Xbox Game Pass goes beyond the titles that the service offers.

The computing and gaming giants are reportedly working with global TV manufacturers to embed the Xbox experience directly into internet-connected televisions with no extra hardware required, aside from a controller. Xbox are also working on building their own streaming devices for cloud gaming to reach gamers on TVs without the need for a console or PC at all.

Xbox Game Pass central to Microsoft’s gaming direction

Xbox Game Pass, once seen as a risky move by Microsoft, now appears to be positioned to become the future of gaming across every platform.

Liz Hamren, corporate vice president of gaming experiences and platforms at Microsoft, explained the company’s approach in a recent interview.

“It’s working for gamers, and it’s also working for publishers,” Hamren told Variety. “We’re seeing that Game Pass drives engagement and awareness of a game both in Game Pass and outside Game Pass, so we see it as kind of a discovery and engagement engine… we think that’s one of the unique things about it and as we see more and more engagement on both sides, that makes us just want to invest more because our hypotheses about the benefits, they’re kind of coming to fruition.”

Engagement

Engagement is at the heart of the Xbox Game Pass strategy, and it appears to be working.

“We’re seeing that yes, people are playing in Game Pass, but at the same time, a number of the games in Game Pass you’re seeing topping the charts in terms of digital sales as well,” Hamren says. “Even for day-and-date games, we’re seeing that it just drives overall engagement with the game and drives players to the game.”

According to Microsoft, Game Pass members play 30 per cent more genres and play 40 per cent more games, and more than 90 per cent of members have said they played a game that they would not have tried without Game Pass.

In South Africa, Xbox Game Pass Ultimate monthly membership fee is R149 (Subject to change), although new users can take advantage of the introductory special rate of R15,90 for the first three months.