Gaming Needs More Ads, Expert Says, And A $6 Game Pass Tier

Microsoft Gaming CEO Asha Sharma recently said in a memo to staff that Xbox Game Pass has become too expensive for players and that she wanted to create a "better value equation" and offer greater flexibility to players. It remains to be seen what changes might come to Game Pass, but researcher and educator Joost van Dreunen has now offered his thoughts, saying Microsoft--and the industry at large--should embrace advertising. Meanwhile, a former PlayStation executive said Game Pass is in dire straights currently. Van Dreunen said on his blog an "ultra-low" Game Pass tier, possibly priced at $6/month, could be one way forward for Microsoft to create more flexibility with the subscription service. Pricing will not address the underlying problem with Game Pass, van Dreunen said. "Research on subscription models in the console industry has found that while subscriptions change purchasing behavior--subscribers buy fewer individual titles--they do not meaningfully expand the overall market. Adding more games to a library does not attract players who weren't already gaming. Subscriptions excel at retention. They perform much worse as a driver of growth," he said. Continue Reading at GameSpot

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