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Aaron Greenberg: "Game Pass response is really strong"

The GM of Games Marketing is pleased with how the program is going.

Aaron Greenberg, GM of Games Marketing at Microsoft, has often joined us at big events to fill us in on all things Xbox and Microsoft, and Gamescom was no different, as we talked with him about the exciting times ahead for Xbox fans, and more specifically about the Game Pass and his thoughts on it.

"Well it's great, it's great to see partners like Bethesda continue to support the program," he told us. "I mean strategically it's great for people to play games on Game Pass ahead of new releases coming out, like I love Fallout 4 being in the program. People that don't know Fallout, that maybe might be a Game Pass member are are just looking at 'what are the new games?', to be able to play that in advance of Fallout 76 is great, and we've seen that example happen over and over again."

"For us I think it gets back to really listening to our customers and hearing their feedback, and one of the things we saw through research and insights is that customers were talking about the great value they get streaming video subscription services, with music subscription services, and the fact that that didn't exist for them in gaming, and so we think it's a unique opportunity that we were able to bring that, frankly, for one low price you get over 100 games and all of our new releases [...] and then we just keep adding more titles. Master Chief Collection was our big announcement."

"We're looking for all different ways to add more value. What we're seeing is Game Pass response is really strong. Subscriptions are going well, especially here in Europe, we've seen really, really good response [...] we're seeing people spending more time playing, playing more games in Game Pass, and it's been great for us but it's also great for our development partners as well. It builds a bigger audience, the network effect has been great - we've seen that with both Sea of Thieves and State of Decay as an example, where we saw more players come in and play the game, which drove more word-of-mouth, that network effect that we think definitely contributed to the success of those titles."

Has Game Pass changed the way you approach gaming?