With Call of Duty: Black Ops 6 almost here, analysts have talking about the impact it’s likely to have on Xbox Game Pass, with some reckoning it could bring as many as 4 million new members to Microsoft’s subscription service.
Black Ops 6 will be the first COD title to launch day one on Game Pass Ultimate and PC Game Pass, the move marking a critical test for the company’s subscription service strategy after its $69bn USD acquisition of Activision Blizzard in 2023.
And Black Ops 6’s Game Pass launch will lead to a surge of new subscribers according to analysts interviewed by GamesIndustry.biz. Wedbush Securities managing director Michael Pachter, for instance, believes Microsoft will see between 3-4 million new members following Black Ops 6’s Game Pass launch, although he reckons the move could result in up to 6m lost sales, based on the idea 25 percent of Game Pass subscribers may have bought the game anyway.
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Microsoft Betting Big On Black Ops 6
"Microsoft will be trading premium full-game sales in exchange for a bigger audience that can be monetized in-game instead," he continued, adding, "Call of Duty is increasingly a live-service game first and foremost that monetizes strongly in-game". This fact alone, he noted, raises questions about "how [Black Ops 6 will be] monetized and whether there is a bigger onus on in-game monetization compared to previous entries in the franchise."
"Nobody knows what Microsoft's expectations are for Game Pass growth past launch," Katan Games' Dr Serkan Toto added, "but if Black Ops 6 does not meet targets, things can become very grim very quickly. I also wonder if Black Ops 6 will be able to retain subscribers in the long run or if numbers will drop sharply again early next year after the initial hype runs out."
Besides, Call of Duty: Black Ops 6 comes with built-in support for a third-party audio tool that charges $20 for improved sound. In a blog post, Activision said Black Ops 6 launches with an Enhanced Headphone Mode that makes use of Embody’s Immerse Spatial Audio technology “to increase the directional accuracy of sounds played in the world.”
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How Much Will Embody's Personalized Audio Cost?
Besides, Activision said, players can “choose to enhance this HRTF experience even further by creating a Personalized profile that takes into account the player’s physical attributes, such as the shape of their ear or head. This customization is accessed in-game and completed by using Embody’s personalization portal.”
What the company’s blog post failed to mention is that allowing Embody's personalized audio in Black Ops 6 costs real-world money, and it’s this revelation that has caught some Call of Duty fans off-guard, leading to complaints across social media and subreddits and accusations that the game is “pay-to-hear.”