Microsoft’s business priorities have clearly changed, with the last year having seen them shifting their focus entirely toward Game Pass as their primary model for sales and distribution. It’s something that is bound to have an impact on traditional sales for their games, whether it’s boxed or digital, and that’s certainly been the case so far.
Gears 5, for instance, launched on Game Pass day and date, and it’s had a visible effect. Though it debuted in second place in the UK weekly retail sales charts, it only sold a quarter of what Gears of War 4 did at launch. And according to Daniel Ahmad, senior analyst at Niko Partners, the impact of Game Pass has been drastic.
Ahmad mentions the steady fall of launch week retail sales for the series over the last few entries, claiming that “packaged sales in the UK for Microsoft titles are a tiny amount and no longer important”, before going on to say that the majority of user engagement comes from digital downloads and Xbox Game Pass.
“I honestly think even Microsoft might be a bit shocked by how low packaged software is for Gears 5,” he added, before saying that though digital and retail sales for the game are much lower than prior entries, “the addition of a Game Pass version has been a real game changer.” Recently, Ahmad also stated that Gears 5 has become Game Pass’ first “mega hit.”
Gears 5 is out now on Xbox One and PC. It is available via Game Pass on both platforms.
We're now at a point where packaged sales in the UK for Microsoft titles are a tiny amount and no longer important.
In its first week, Gears of War 3 sold 20x more packaged units than Gears 5 and Gears of War 4 sold 4.5x.
Digital Download and Game Pass are the majority by far.
— Daniel Ahmad (@ZhugeEX) September 16, 2019
I honestly think even Microsoft might be a bit shocked by how low packaged software is for Gears 5.
Whilst UK packaged software + full game downloads of Gears 5 are much lower than prior entries in the series, the addition of a Game Pass version has been a real game changer.
— Daniel Ahmad (@ZhugeEX) September 16, 2019
