Microsoft has quietly discontinued its popular £1 / $1 trial offer for new Xbox Game Pass subscribers, leaving them with no option to try out the service before paying full price. The move comes as the company prepares to finalize its acquisition of Activision Blizzard.
According to The Verge, Microsoft confirmed that it has stopped its “introductory offer” for Xbox Game Pass Ultimate and PC Game Pass, which allowed new members to access hundreds of games across console, PC, and cloud for a fraction of the usual monthly fee. The company did not provide a clear explanation for the decision, but said it is “evaluating different marketing promotions for new members in the future”.
The £1 / $1 trial offer was one of the main selling points of Xbox Game Pass, which has been widely praised as one of the best deals in gaming. It gave new users a chance to experience the benefits of the service, such as playing exclusive titles like Halo Infinite and Forza Horizon 5 on day one, or accessing a large library of EA games through EA Play. It also helped Microsoft attract more customers to its ecosystem and increase its recurring revenue.
The service has missed its annual growth targets twice in a row, and Microsoft recently admitted that adding games to Game Pass reduces their traditional sales. The company also faces rising costs as it invests in developing more first-party games and acquiring more studios, such as Bethesda and Activision Blizzard.
The removal of the trial offer may be a sign that Microsoft is trying to boost its margins and recoup some of its expenses by charging new customers full price from the start. However, it could also alienate potential customers who are not willing to commit to a subscription without testing it first.
Microsoft has not announced any alternative offers or incentives for new Xbox Game Pass subscribers yet, but it is reportedly testing a new friends and family plan that would allow up to five people to share a single subscription at a discounted rate. The company is also expected to close its $68.7 billion deal to buy Activision Blizzard by mid-2023, which would add more games and franchises to Xbox Game Pass, including Call of Duty, Overwatch, and Diablo.
I’m surprised it’s lasted this long. It was great while it lasted. Even full price is so worth it.