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The decision to add Call of Duty to Xbox Game Pass was supposed to be one of the biggest advantages following Microsoft’s acquisition of Activision Blizzard. Initially, everything looked great: record popularity, huge interest, and an influx of new subscribers. However, signals are now emerging that this strategy may have serious flaws. According to an industry insider, it is possible that as early as 2026, the series may… disappear from the service. And this would not be a minor adjustment, but a decision that could overturn the entire Game Pass model.
A Success That Started to Hurt
The introduction of Call of Duty to Game Pass, starting with Black Ops 6, was a huge move both marketing-wise and business-wise. The problem is that the scale of success began to work against the platform itself. As insider Jez Corden points out, the game is so massive that it literally "sucks" the budget allocated to Game Pass, limiting funds for other productions. This leads to a dangerous domino effect: fewer new games means a greater risk of subscriber churn. On the other hand, the brand itself is also suffering. The subscription model means players do not have to buy the new Call of Duty at full price, which can directly impact sales. As a result, we have a paradox: the game's presence in Game Pass hurts both the service and the series itself. It is these tensions that are said to be one of the reasons why Microsoft is considering radical changes.
More expensive subscription and new ideas
It is also significant that Microsoft had previously raised the price of Game Pass Ultimate by as much as 50%. This was largely explained by access to the latest Call of Duty. Therefore, if the game does actually disappear from the service, a natural move seems to be a reduction in subscription price, because otherwise it will be hard to justify its value. At the same time, there are reports of new, cheaper tiers of Game Pass with the codenames Triton and Duet. These would offer access only to first-party games like Halo, Gears of War, or Fallout, without the biggest hits like Call of Duty. This indicates that Microsoft may be looking for a completely new direction instead of one expensive package with "everything", and we will see a more fragmented offering tailored to different players.
If Call of Duty really disappears from Game Pass, it will be a signal that even the biggest brands do not always fit within the subscription model. For Microsoft, this is a moment of truth and a possible beginning of significant changes in strategy.
source: wccftech.com
