Xbox Game Pass 'Didn't Work' as Business, Says Forza Horizon 5 Creative Director
Mike Brown, creative director of Forza Horizon 5, stated that Xbox Game Pass failed to attract enough subscribers to be a viable business, contributing to current challenges at Xbox. Microsoft reportedly aimed for 77 million subscribers, but the service currently has around 30 million. Brown expressed concerns that this shortfall could lead to studio closures and job losses. Xbox CEO Asha Sharma has acknowledged that Game Pass, despite over $80 billion invested in studio acquisitions to bolster content, was a bet that "did not pay off." Internal disagreements among Xbox studio leadership regarding Game Pass's perceived value have also been reported.
Mike Brown, the creative director for Forza Horizon 5, has shared his views on the current landscape at Xbox, specifically commenting on Xbox Game Pass. He stated in an interview that Xbox Game Pass did not secure enough subscribers to become a viable business, a factor he believes contributes to current difficulties at Xbox.
Microsoft had a reported goal of 77 million subscribers for Game Pass by this point, but the service has attained approximately 30 million. Brown, who worked at Xbox-owned Playground before founding his own company, described Game Pass as a "good idea" that Microsoft struggled to implement effectively. He voiced concerns over potential studio closures and job losses, attributing these to the subscription service's inability to meet its financial objectives.
Microsoft invested a substantial amount in Game Pass, including over $80 billion in studio acquisitions, with the vision of maintaining a steady stream of new games to attract and retain members. However, Xbox CEO Asha Sharma has since acknowledged that Game Pass was an investment that ultimately "did not pay off."
Reports have also indicated internal division regarding the Game Pass strategy, with some Xbox studio leadership reportedly warning executives and believing the service "destroyed the value of their games." Reporter Jason Schreier stated that many within Xbox studio leadership "detest Game Pass." A former Xbox studio lead suggested to Windows Central that launching games directly into Game Pass created an "assumption that these titles could not sell on their own."
In response to these developments, Microsoft has already initiated changes to the service. These include a price reduction for Game Pass and the announcement that new Call of Duty games will no longer be available on the service at launch. Microsoft is reportedly considering a "windowing" approach for new releases, similar to how movies are released, where certain key titles would be held back from Game Pass for a period to maximize full-price sales before being added to the catalog.
According to GameSpot, an example of this strategy is that new Call of Duty games will not arrive on Game Pass until the holiday season following their initial release, with Modern Warfare 4 not expected until Holiday 2027 at the earliest.
