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Microsoft Plans Boldest Games Bet Since Activision Deal, Changing How ‘Call of
Duty’ Is Sold


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https://www.wsj.com/tech/microsoft-call-of-duty-game-pass-53e8930c

 1. exclusive
 2. Technology


MICROSOFT PLANS BOLDEST GAMES BET SINCE ACTIVISION DEAL, CHANGING HOW ‘CALL OF
DUTY’ IS SOLD


SOFTWARE COMPANY WILL ADD THE LATEST INSTALLMENT OF THE HIT VIDEOGAME SERIES TO
ITS GAME PASS SUBSCRIPTION SERVICE AT LAUNCH

By

Sarah E. Needleman


Updated May 17, 2024 1:12 pm ET

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(2 min)



‘Call of Duty’ made its debut in 2003 and has since generated over $30 billion
in lifetime revenue. Photo: Antony Jones/Getty Images

Microsoft MSFT -0.19%decrease; red down pointing triangle plans a major shake-up
of its videogame sales strategy by releasing the coming installment of “Call of
Duty” to its subscription service instead of the longtime, lucrative approach of
only selling it a la carte.

The plans, which mark the biggest change to Microsoft’s gaming division since it
closed the $75 billion takeover of Activision Blizzard, are expected to be
announced at the company’s annual Xbox showcase next month, according to people
familiar with the matter. Consumers will still have the option to purchase the
game outright for playing on consoles or computers.

“Call of Duty” is one of the most successful entertainment properties ever,
generating over $30 billion in lifetime revenue. Activision, which makes it, has
long released new editions annually, selling about 25 million copies on average
for around $70 each in recent years.

A Microsoft spokeswoman declined to comment. 

Before the Microsoft deal last year, Activision was reluctant to fully embrace
subscription-based models for a game that still attracts a premium price.
Microsoft’s subscription service, Game Pass, costs $9.99 to $16.99 a month, and
provides access to hundreds of games from Microsoft and dozens of other
companies. The service is available only on Microsoft’s Xbox consoles and PCs. 

All that means that, with Microsoft’s new plan, people could end up paying
Microsoft less for the new “Call of Duty” than it would have made with the
traditional approach. The tech company’s hope is that, instead, it will draw new
users to Game Pass who will end up paying it more over the long term.

Last September, Microsoft’s science-fiction game “Starfield” was released on
Game Pass at launch and it drove a record number of new subscriptions in a
single day, Microsoft has said.

“Call of Duty” was central to regulators’ concerns over Microsoft’s acquisition
of Activision, which closed in October after 21 months. The prolonged review was
partly over concerns that the “Call of Duty” franchise could give Microsoft an
unfair advantage in cloud gaming, a new and more affordable way of accessing
games, if it were to decide in the future to withhold the series from rivals.
Microsoft pledged not to do so.

“Call of Duty” made its debut in 2003 and has since ranked No. 1 in overall
franchise sales each year from 2009 through 2023, according to research firm
Circana. Bobby Kotick, who helmed Activision for more than three decades and
left shortly after the Microsoft deal closed, saw the subscription model for
games as bad for both the industry and players.

“I have a general aversion to the idea of multigame subscription services,”
Kotick said during a court hearing last year over a Federal Trade Commission
lawsuit filed against Microsoft to block the Activision deal. “Maybe part of it
is being in Los Angeles and having large, big media companies move their content
to these subscription streaming services and the business results have
suffered.”

Other industry executives have shared similar views, including Take-Two
Interactive Software Chief Executive Strauss Zelnick, who has said subscriptions
are fine for catalog games but not new front-line releases.

Microsoft’s decision has been the source of online speculation. Activision said
on the X platform in October that the delays in closing the merger cost
Microsoft the ability to release last year’s “Call of Duty,” “Modern Warfare
III,” on Game Pass. Activision, which also owns “World of Warcraft,” “Candy
Crush” and other hits, hasn’t yet revealed the name of this year’s “Call of
Duty” game.

Microsoft launched Game Pass in 2017 and earlier this year it said the service
had 34 million subscribers, up from 25 million in 2022.

Since major game releases can still garner premium prices, some analysts argue
that subscription services pose too great a risk of cannibalizing a-la-carte
sales. “We strongly believe that an overall shift to a subscription model for
the industry would negatively impact value creation at the publishers,” TD Cowen
analyst Doug Creutz wrote in his final report on Activision last year.

But Microsoft isn’t in a position to keep its own new releases off Game Pass if
it wants other game companies to populate the service with their latest and
greatest titles. Adding “Call of Duty” at launch would signal that the software
company is committed to the subscription strategy, said Wedbush Securities
analyst Michael Pachter.

Advertisement



Write to Sarah E. Needleman at Sarah.Needleman@wsj.com

Copyright ©2024 Dow Jones & Company, Inc. All Rights Reserved.
87990cbe856818d5eddac44c7b1cdeb8

Appeared in the May 18, 2024, print edition as 'Microsoft Planning Bold Bet On
Game Release'.



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