NPD Says ‘Game Pass Isn’t Free’ — 5ch: ‘It’s $23, Japan’s Price Is Way Too Cheap’

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The story

Matt Piscatella, an analyst at US market research firm NPD, pushed back on commentary treating the Xbox exclusive “Gears of War: E-Day” as “basically free” just because it launched on Game Pass. “Game Pass Ultimate is a $23-a-month paid service (21 euros in Europe) — let’s stop calling it free,” he said. When the comment reached 5ch’s hardware/industry (“Geha”) board, it sparked a debate over how cheap Japan’s pricing is by comparison, how Game Pass actually makes money, and whether subscriptions or buying games outright is the better deal.

What people said

1AnonymousOct 30, 2026 20:58
NPD's Mat Piscatella, fed up watching PS warriors lose their minds bashing Gears E-Day and Game Pass, chimes in:
Game Pass Ultimate is $23 a month. (21€ where I live.)
So can we please stop saying Gears was "free" on Game Pass? Okay?
2AnonymousOct 30, 2026 20:58
56AnonymousOct 30, 2026 21:33
Re: #49
Then who was Re: #2 even talking to?
9AnonymousOct 30, 2026 21:03
> Please. Let's think about this rationally. Or at least try to.


LMAO
He clearly can't keep up with how low PS users' IQ is lol
21AnonymousOct 30, 2026 21:13
Re: #9
If you had a functioning brain you wouldn't be a PS fanboy in the first place
27AnonymousOct 30, 2026 21:17
Re: #9
No wonder their exclusive Wolverine ends up in "nursing-home mode" (slang for a game dumbed down to be laughably easy)… just saying
54AnonymousOct 30, 2026 21:32
Re: #9
It was Xbox fanboys who started saying Game Pass is free in the first place

"The online fee is mandatory, but you're not paying extra for Game Pass itself — so Game Pass is free," they said
16AnonymousOct 30, 2026 21:08
In Japan it's ¥3,980 for 3 months
or ¥1,300 for 1 month
17AnonymousOct 30, 2026 21:10
Re: #16
It's $23 overseas, so Japan's pricing is way too good a deal
20AnonymousOct 30, 2026 21:13
The real problem is that day-one Game Pass doesn't work unless you've got 100 million users
22AnonymousOct 30, 2026 21:14
Re: #20
What's the math there?
Give me a quantitative breakdown
39AnonymousOct 30, 2026 21:23
Re: #20

Microsoft makes 65 billion yen in profit per day
That's how they can afford to be this generous
Only Microsoft could pull off a stunt like this
24AnonymousOct 30, 2026 21:16
Re: #22
I just saw that figure somewhere, that's all
If anything, I want someone to explain how maintaining AAA day-one releases could possibly be covered by just tens of millions
30AnonymousOct 30, 2026 21:18
Re: #24
For Game Pass, especially first-party AAA titles, isn't DLC the main revenue driver?
35AnonymousOct 30, 2026 21:20
Re: #24
MS disclosed in last year's earnings call that annual Game Pass revenue was at least $5 billion
Assuming a single Western AAA title costs $200-500 million, I'd like to know how they'd possibly be losing money at the current day-one release pace
26AnonymousOct 30, 2026 21:16
🪳Gears flopped and it's a total loooooooooss!!!!!💢


MS: "We recouped the cost in a month."
28AnonymousOct 30, 2026 21:17
Re: #26
Then why's there a layoff carnival going on, huh?
32AnonymousOct 30, 2026 21:19
Re: #28
That's not about Trash-tation (derogatory 5ch nickname for PlayStation), is it?
29AnonymousOct 30, 2026 21:18
I have no idea how this works, but are PS's "Free Play" titles (monthly PS Plus games) genuinely free games you get as a bonus just for having internet service?
34AnonymousOct 30, 2026 21:20
Re: #29
If you cancel PS Plus you can't launch them anymore, so they're not really free games, are they?
41AnonymousOct 30, 2026 21:25
Re: #39
But it's still a layoff festival over there
Doesn't change the fact they're ruthless with underperforming divisions
47AnonymousOct 30, 2026 21:29
Re: #41
That's not about Trash-tation, is it?
48AnonymousOct 30, 2026 21:30
If it's such an amazing godly service, why doesn't the Xbox console sell at all, and why is cloud gaming a separate plan?
Start by explaining that lol
49AnonymousOct 30, 2026 21:30
People hyped the hell out of the Game Pass 100-yen deal, but nobody actually said it was free
52AnonymousOct 30, 2026 21:31
Re: #49
Even that 100-yen campaign back then only covered the first month, c'mon
58AnonymousOct 30, 2026 21:34
Obviously getting three people on a $23 subscription makes more money than selling one $60 game to one person
And subscribers typically stay signed up well beyond a single month anyway
64AnonymousOct 30, 2026 21:37
Re: #58
You're mixing up Microsoft's profit with third-party publishers' profit there
65AnonymousOct 30, 2026 21:37
Re: #54
NPD: "A lot of PS users are idiots who think Game Pass is free"
66AnonymousOct 30, 2026 21:37
Re: #65
Couldn't they be non-PS users too?
71AnonymousOct 30, 2026 21:41
Honestly, whether MS makes or loses money doesn't matter to me as long as I'm getting the service
Just by playing on the subscription (plus doing some web searches) you earn rewards you can redeem for new releases — it's a great deal
73AnonymousOct 30, 2026 21:41
Those shitbox perverts (derogatory 5ch slur for Xbox fanboys) have spent forever mocking people for buying games outright
There's no way this "it's not free" excuse flies now
79AnonymousOct 30, 2026 21:44
Re: #73
Good evening, you relic from a bygone era

[Current era] These days it's all free-to-play. Buying games outright is outdated
https://krsw.5ch.io/test/read.cgi/ghard/1638575010/1

1 Name: Anonymous, Desperately Trying [] Posted: 2021/12/04 (Sat) 08:43:30.07 ID:Fmo7xzZ7r
APEX, Fortnite, Genshin Impact, etc. — that's where the times are heading
Also Uma Musume, Shadowverse, FGO, Monster Strike, Puzzle & Dragons
Anyone still buying games outright is an outdated idiot
99AnonymousOct 30, 2026 22:11
It's the Nintendo fanboys ("Nishi-kun", a 5ch nickname for Nintendo diehards) bashing Game Pass, right?
We're the High-Spec Alliance (PS/Xbox owners) and we only team up to dunk on Nintendo fans
102AnonymousOct 30, 2026 22:14
Re: #99
[Game Pass Is Finished] Sony to add new releases to PS+ every month. March lineup includes the FF7 full remake and Kena, among others
https://krsw.5ch.io/test/read.cgi/ghard/1614256127/1

1 Name: Anonymous, Desperately Trying [] Posted: 2021/02/25 (Thu) 21:28:47.57 ID:L2n5cQCE0
Kena: Bridge of Spirits – a PS-exclusive Zelda-like 3D open-world action adventure
Its trailer has already topped 4 million views
https://www.youtube.com/watch?v=OxzWlIbnp3U

Final Fantasy VII Remake: Ever Crisis has already leaked, existence and details included
https://www.reddit.com/r/GamingLeaksAndRumours/comments/lrxe6p/final_fantasy_vii_remake_ever_crisis_for_ps4ps5/#:~:text=3%20hours%20ago-,Final%20Fantasy%20VII%20REMAKE%3A%20Ever%20Crisis%20for%20PS4%2FPS5%20to,tomorrow%20at%20State%20of%20Play&text=Take%20this%20with%20a%20very%20huuuge%20grain%20of%20salt.&text=FINAL%20FANTASY%20VII%3A%20EVER%20CRISIS%20will%20launch%20globally%20on%20April,%2F%E2%82%AC69.99%2F%C2%A359.99.
https://wccftech.com/final-fantasy-vii-remake-ps-plus-march/
https://www.reddit.com/r/PS5/comments/lrmk86/kena_devs_have_responded_to_the_rumors_about_the/
100AnonymousOct 30, 2026 22:12
Huh?
101AnonymousOct 30, 2026 22:13
Re: #100
This guy's a well-known account for impersonating Nintendo fanboys ("Nishi-kun")
For someone so cunning, the way he still frames Nintendo as a "small but decent cake" shows he can't quite let go of his pride

Background and Key Points of the Debate

Game Pass Ultimate runs around $23 a month in the US, while Japan gets a comparatively cheap deal at ¥1,300 for one month or ¥3,980 for three — and that regional price gap itself became one of the thread’s talking points. The “it’s free” misconception likely stems from past promotions like the 100-yen campaign, as well as confusion with PS Plus’s monthly lineup of included titles. Microsoft discloses overall Game Pass revenue in its earnings reports, but it doesn’t publish profitability per title or development-cost breakdowns for new releases, so figures thrown around in the thread — like “65 billion yen in profit per day” or “over $5 billion a year” — are ultimately speculation based on earnings materials and media reports, nothing more. Because subscription revenue and outright-purchase revenue rest on different underlying assumptions, simple comparisons between the two should be treated with caution.

*This article is excerpted and summarized from the 5ch (Hardware/Industry, “Geha”) thread “NPD: “A Lot of PS Users Are Idiots Who Think Game Pass Is Free”.”

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