Microsoft Gaming CEO Considers Combining Game Pass with Netflix Following Shift Away from ‘Everything Is An Xbox’ Strategy

Asha Sharma has been at the helm of Xbox for about a month now, and she’s already making waves with her ambitious plans to turn around the platform’s recent struggles. Reports suggest she’s focusing on fresh marketing strategies and exploring potential partnerships, like bundling Game Pass with Netflix.

A recent profile of the new Microsoft Gaming CEO reveals some early developments in the division following Phil Spencer’s departure. Notably, Sharma made the call to scrap the “This Is An Xbox” marketing campaign and erase any trace of it from Microsoft’s public channels shortly after taking charge.

The report also highlights a conversation between Sharma and Netflix co-CEO Greg Peters, where they brainstormed ideas to enhance Game Pass, including the possibility of a Netflix bundle. The goal of these discussions seems to be finding ways to make Game Pass more budget-friendly.

There’s a sense of urgency here, especially considering Microsoft raised the price of Game Pass Ultimate to $30 just last fall and has been gradually diminishing the service in subtle yet noticeable ways over the years. One potential solution to lower costs could be an ad-supported tier, which Microsoft has reportedly been looking into for a while.

Netflix finally rolled out its own ad-supported model in 2022 after years of resisting the idea. The revenue from ads is simply too enticing for companies to overlook, as it not only broadens subscription options but also opens up new monetization avenues.

While expanding Game Pass could certainly benefit Xbox, it may not be the groundbreaking shift some fans have been hoping for since Sharma hinted at a return to the console’s “roots” during the reorganization. Project Helix, a gaming PC designed to play Xbox titles, also seems to echo previous announcements rather than signal a new direction.

As of now, Sharma has yet to indicate any bold new strategies for Xbox.