Game Pass cuts prices—and quietly re-windows Call of Duty

This is subscription streaming math in the open: Microsoft is trading near-term ARPU for broader retention while pulling back on the most expensive “day-one megahit” commitment. Re-windowing Call of Duty effectively reintroduces a theatrical-style release cadence—sell first, subscribe later—without abandoning Game Pass entirely. For the streaming ecosystem, it’s a reminder that premium content can’t always be amortized through one flat monthly fee, especially at blockbuster scale. Meanwhile, keeping “unlimited cloud gaming” in Ultimate signals Microsoft still sees delivery (not just content) as a durable differentiator—even as content windows tighten.