In a groundbreaking shift, Call of Duty has achieved unprecedented popularity on Xbox, surpassing all other gaming platforms for the first time in ten years, largely attributed to the monumental launch of Call of Duty: Black Ops 6 on Xbox Game Pass.
Microsoft Gaming CEO Phil Spencer emphasized the significance of accessibility across various platforms in a recent interview with Game File, stating, “It’s about being accessible in more places, and there’s no real platform out there today, other than what we’re doing with Xbox [Game Pass] that isn’t really per-device.” He elaborated that most gaming systems are inherently device-specific but that Microsoft is innovating a model that connects both creators and players by thinking horizontally across platforms.
The competitive landscape has evolved, with the last instance of Xbox dominating the Call of Duty franchise occurring back in 2014, just after the release of Call of Duty: Advanced Warfare, as reported by CharlieIntel. The recent surge in Xbox’s Call of Duty player base can be primarily credited to the strategic advantages offered by Xbox Game Pass.
Spencer noted that the collaboration between Microsoft and Activision’s marketing teams was instrumental, stating, “I’m really proud of Black Ops 6. I really saw the [Microsoft and Activision] teams gel together as they both built [the Game Pass marketing] promotion.” Their concerted efforts played a crucial role in effectively informing players about the availability of Black Ops 6 on Game Pass prior to and after the game’s launch.
Moreover, Microsoft’s marketing campaign continued to thrive even after Black Ops 6’s official release, introducing captivating new content such as a creepy Easter egg on the legendary Nuketown map, which intriguingly reimagines a nuclear test site filled with eerily lifelike mannequins in model homes.
Before Microsoft’s acquisition of Activision in 2022, Call of Duty had sustained its popularity among Xbox users, partly due to exclusive rights acquired by Microsoft for various downloadable content (DLC) and promotional campaigns, reinforcing its presence in the competitive gaming arena.
What impact do you think the success of *Call of Duty: Black Ops 6* on Xbox Game Pass will have on future game releases?
**Interview with Phil Spencer, CEO of Microsoft Gaming**
*Editor*: Thank you for joining us today, Phil. The recent success of *Call of Duty: Black Ops 6* on Xbox Game Pass is making waves across the gaming industry. How significant is this achievement for Xbox?
*Phil Spencer*: Thank you for having me. This is indeed a monumental moment for us. Surpassing other gaming platforms in popularity for the first time in a decade represents not just the strength of *Call of Duty* but also the power of accessibility that Xbox Game Pass offers. Our goal has always been to ensure that gamers can access their favorite titles without barriers.
*Editor*: Many are attributing this success to the launch on Game Pass. Why do you think that accessibility through this service has made such a difference?
*Phil Spencer*: I believe it boils down to choice and convenience. With Xbox Game Pass, players can try games without the traditional upfront cost. They can explore titles they might not have considered otherwise. As I mentioned recently, “There’s no real platform out there today, other than what we’re doing with Xbox [Game Pass], that isn’t really per-device.” We’re committed to breaking down these barriers.
*Editor*: It seems that this strategy is resonating with gamers. What future plans do you have for Xbox Game Pass to maintain this momentum?
*Phil Spencer*: We’re constantly evaluating our offerings and seeking new partnerships. Our focus will remain on enhancing our library with a mix of blockbuster titles and indie games, and ensuring that our service is valuable to our community. The ultimate goal is to provide an experience that resonates with all kinds of gamers.
*Editor*: With the prominence of *Call of Duty* returning to Xbox, do you foresee any specific changes in the competitive landscape amongst gaming platforms?
*Phil Spencer*: Absolutely. We’re seeing that competition is fierce, but it’s healthy. As accessibility improves, gamers will choose platforms that offer the best experience for their needs. We view this as an opportunity to innovate and to continuously improve our services. Our focus remains on serving gamers’ interests first.
*Editor*: Thank you, Phil, for sharing your insights. It’s exciting to see how these developments will shape the future of gaming.
*Phil Spencer*: Thank you for having me. We’re looking forward to what lies ahead!
