Microsoft has been investing significantly in the Xbox brand over the past decade, but the anticipated results remain elusive. Despite spending nearly $80 billion, or approximately Rp 1.442 trillion, the company has yet to achieve its desired market impact.
Ambitious Spending on Xbox
According to a report from Bloomberg, Microsoft’s efforts to revitalize the Xbox platform and fulfill its vision for Game Pass have not yielded the expected outcomes. The company has poured resources into various strategies, including acquiring game studios and releasing titles on competing platforms. CEO Asha Sharma acknowledged that while these moves have added some value, they have not met the projected growth targets.
Game Pass: A Disappointing Reality
One of the central goals for Microsoft was to expand its Game Pass subscription service. The company aimed to reach 77 million subscribers by the end of the fiscal year 2026. However, current figures show only 30 million subscribers, a drop of 4 million from previous reports.
Concerns Among Xbox Employees
This shortfall has raised alarms within the Xbox workforce. Matthew Ball, the head of Xbox strategy, noted earlier this year that numerous users had canceled their Game Pass subscriptions following a 50% price increase announced in late 2025. This price hike has led to questions about the sustainability of their subscription model.
Market Competition and Challenges
Industry analysts like Mat Piscatella have weighed in on the struggles of Game Pass. He suggested that while the service offers a wide selection of games, it has not been able to compete effectively with titles like Fortnite, which have successfully engaged players and encouraged in-game purchases. Piscatella emphasized that the issue lies not in the service itself but in the broader strategy of selling subscriptions, which has not resonated with gamers.
Additionally, Bloomberg highlighted that the former president of Xbox, Sarah Bond, played a crucial role in shaping Game Pass strategy. Reports indicate that Microsoft allocates around $1 billion annually to secure third-party game deals to attract subscribers. Other attempts to broaden Game Pass's appeal include targeting the large PC user base and exploring streaming options.
Massive Acquisitions and Future Strategies
Microsoft’s considerable expenditure of $80 billion primarily stems from major acquisitions, including the $75.4 billion purchase of Activision Blizzard and the $7.5 billion acquisition of ZeniMax. This strategy, initiated by former Xbox executive Phil Spencer, aimed to expand the studio base and create more games available to Game Pass members as part of their subscription.
As Microsoft continues to navigate the complexities of the gaming market, the future of Xbox and services like Game Pass remains uncertain. The company faces the challenge of not only retaining existing subscribers but also attracting new ones in an increasingly competitive environment.
Source: https://inet.detik.com/games-news/d-8567400/microsoft-habiskan-rp-1-400-triliun-demi-xbox-endingnya-geleng-kepala
