Xbox Game Pass has continued to expand its user base, drawing increased attention from game developers who have begun referring to the subscription service as the “Netflix of games.” The platform, which offers access to a large catalog of titles for a monthly fee, reported a notable uptick in subscribers in recent weeks.
How Game Pass evolved since launch
Launched officially four years ago with the simple promise of broad access to games for a modest subscription, Game Pass has steadily added features and content that strengthened its position in the market. The service now includes cloud gaming, the EA Play library and, more recently, the addition of Bethesda titles.
Early concerns that games available through the service would fail to generate sufficient revenue or to find an audience have not materialized, according to industry reporting. Instead, many developers say they have seen benefits from being on Game Pass.
Developers report discovery and sales benefits
Jonathan Bunney, vice president at British studio Codemasters—known for its Formula 1 franchise—told Forbes that Game Pass helps extend a game’s lifecycle and reach players who would otherwise not purchase a title. He said the service exposes users to games they might never have heard of, or to games they were interested in but would not have bought outright.
Bunney added that Game Pass has been an effective way to build new fans and grow titles’ presence in the United States, where Xbox has a stronger foothold. He also said that, overall, sales have increased among players who discover games through Game Pass.
Mike Rose, founder of indie studio No More Robots, observed a similar pattern with titles such as Tombstar and Yes, Your Grace. Rose noted that subscribers often invite friends to try games through the service, and if those friends choose not to subscribe later they frequently purchase the game instead.
Players on Game Pass play and spend more
Sarah Bond, corporate vice president of Microsoft’s gaming ecosystem, told Forbes that Game Pass subscribers tend to play 20% more in terms of playtime and explore 40% more genres compared with other players. She also said subscribers spend 20% more on games than non-subscribers.
When asked about the “Netflix of games” label, Bond highlighted a key difference between game subscription services and video streaming. She explained that, unlike streaming video where subscribing often marks the end of monetization for specific content, games offer ongoing monetization opportunities—such as in-game purchases, expansions and follow-up franchises—that can generate additional revenue beyond the subscription.
Source: Forbes
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