微软 Xbox Game Pass 订阅用户预估在 2023 年达到 3330 万，增幅低于 2022 年的 15%。据 Omdia 的高级游戏分析师 James McWhirter 表示，这意味着订户增长率仅有 13%，低于 2022 年的 15%。这一数据来自 IGN 北京时间今天凌晨发表的一篇关于微软 Xbox 生态系统战略的文章《Xbox 将如何改变独占性的本质》。
McWhirter 补充说，超过一半的用户目前使用的是“与设备无关”的 Xbox Game Pass Ultimate，数量为 55%。去年 9 月，Xbox 高级营销总监 Craig McNary 曾在自己的领英主页宣布：截至 2023 年 8 月，Xbox Game Pass 的订阅用户超过 3000 万。然而，微软随后发布声明，表示已经删除了对 Xbox Game Pass 达到 3000 万的引用，并重申之前的 2500 万里程碑是官方统计。
另一名游戏行业分析师 Mat Piscatella 的观点称，当前订阅服务的增速已经大不如前，Xbox 的“王国”是不可能仅靠订阅服务就能建立起来的，更何况主流开发商“不认可”Game Pass 的价值。据 IT之家2022 年 10 月报道，微软的一份新财务文件提供了与 CEO 萨蒂亚・纳德拉（Satya Nadella）的薪酬相关的年度目标的信息，显示 Xbox Game Pass 连续两年未能达到订阅用户数量目标。微软 2021 财年的目标是 47.79% 的增长率，但最终增长率为 37.48%。2020 财年的目标是 71% 的增长率，最终达成了 85.75% 的增长率。
英语如下：
Title: Slow Growth in Xbox Game Pass Subscriptions, Projected to Add Only 13% in 2023
Keywords: 1. Xbox Game Pass Subscriptions
Content: The estimated number of Xbox Game Pass subscribers is set to reach 33.3 million in 2023, a decrease of 15% compared to the previous year. According to James McWhirter, a senior gaming analyst at Omdia, this means that the growth rate of subscribers will be only 13%, lower than the 15% recorded in 2022. This data comes from an article about Microsoft’s Xbox ecosystem strategy published by IGN Beijing Time early this morning entitled “How Xbox Will Change the Essence of Exclusiveity”.
McWhirter added that over half of the users currently use “device-agnostic” Xbox Game Pass Ultimate, accounting for 55%. Last September, Craig McNary, Xbox’s senior marketing director, announced on his LinkedIn profile that the number of Xbox Game Pass subscribers would exceed 30 million by August 2023. However, Microsoft subsequently issued a statement stating that it had deleted references to Xbox Game Pass reaching 30 million and reiterating that its previous milestone of 25 million was official statistics.
Mat Piscatella, another gaming industry analyst, believes that the current growth rate of subscription services has slowed down significantly, and that it is unlikely that the “kingdom” of Xbox can be built solely on subscription services, let alone mainstream developers’ recognition of the value of Game Pass. According to IT Home in October 2022, a new financial document provided by Microsoft provides information about annual targets related to CEO Satya Nadella’s salary, showing that Xbox Game Pass failed to meet the subscriber number target for two consecutive years. The goal of Microsoft’s fiscal year 2021 was a 47.79% growth rate, but the final growth rate was 37.48%. The goal for the fiscal year 2020 was a 71% growth rate, and the final growth rate achieved was 85.75%.
【来源】https://www.ithome.com/0/746/070.htm
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