Xbox Game Pass has been one of the best values on the market, offering a plethora of games and all of Microsoft’s exclusives. Overall, Game Pass offers 372 games between console and Xbox, but a few of them are the same game on both platforms. Xbox Game Pass is going five USD or fifteen for Game Pass Ultimate. In a claim of record engagement, Microsoft claimed that Game Pass reached over 10 million active subscribers.

The value that Xbox Game Pass offers has prompted questions on how that model is profitable for Microsoft overall. Xbox marketing boss Aaron Greenberg addressed these concerns during an interview with What’s Good Games. Aaron Greenberg said that Game Pass was not a “big profit play,” but it’s a powerful marketing tool. “It’s a different mindset,” Greenberg says, “you can either say, ‘How we do get as much profit out of each customer?’ Or, do you pivot that opposite and say, ‘How do we add as much value to our fans?’ ‘How can we actually over-deliver on value?’ And if you do that, you build fans for life. And if people feel like you’re over-delivering on value, they want to not only continue to use your service, but they want to tell their friends about it. That is actually the most powerful marketing; it’s word of mouth marketing.”

Greenberg hopes that Game Pass gains customers for life instead of short term payouts which seems to be working as Game Pass has consistently received praise from various sources. To encourage more players to sign up, the first month is only a dollar as long as the email tethered to the account has not been signed up before. One of Microsoft’s more anticipated games, Microsoft Flight Simulator is hitting shelves on August 18th, which of course will be available on Xbox Game Pass for PC players.