The important thing is to offer fans more value than they pay for the service, says Aaron Greenberg.

One of the great news of Xbox in the current generation, if not the greatest of all, was the premiere of Xbox Game Pass. A service that offers a growing catalogue of games of all kinds, from indies to Triple-A and exclusive, for a periodic fee, and with the launch of the biggest adventures on the market. The proposal is so ambitious that it is impossible not to think that Microsoft loses money with it. And from what Aaron Greenberg comments, although it seems that this is not the case, it is true that in Redmond they do not mind reducing their benefits if that means more value for their players.

In an interview with YouTube’s What’s Good Games channel (via GameSpot ), the chief marketing officer for Xbox spoke about Xbox Game Pass, its profitability for the company, and the importance of service in building a loyal community of gamers. : “We always laugh [about whether we lose money on it]. Please don’t worry about us, Microsoft is going to be fine […] It’s a different way of thinking. You can think ‘how do we make the most of it benefit of each consumer? ‘, or you can do the opposite and say’ how can we offer all the possible value to our fans? How can we offer more in terms of value? ‘ If you do that, you create fans for life. ”

“When people feel like you’re offering more for the value of something, they not only continue to use your service, but they want to tell their friends about it,” added Greenberg. “The most powerful way to promote yourself is by word of mouth. We can’t create as many ads as we would like, but if you go to their best friends and tell them ‘You have to get Game Pass!’, That’s much more effective than any marketing action I can do. For our part, we want to keep adding more and more value [to Xbox Game Pass] so that you feel really good about it, and that you feel the need to tell your friends about it. “.

“And ultimately, we believe in the long term that this is the right business decision, and it will have long-term benefits for us. In the short term, yes, [Xbox Game Pass] is not a very profitable move. But we believe that In the long term, this will be beneficial for everyone. ” With the launch of exclusives on the service, great Triple-A games, and third-party titles that will debut on Game Pass, there is little doubt that Microsoft is prioritizing the value its catalogue offers over the benefit of subscriptions.

It could be said that Xbox Game Pass was the true protagonist of the July Xbox Series X event, where all the games showed confirmed that they will be available on the service, including third-party titles like the new Stalker 2. Not to mention that Game Pass Ultimate will host Project xCloud in September at no additional cost. And with Microsoft’s deep pockets behind them, Xbox doesn’t seem to care much about profitability in the short term, although that doesn’t mean that they closed the last fiscal quarter with large figures for revenue growth.

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