Here’s what this weekend’s Xbox Games Showcase caught me about B2B client retenti… just kidding.

The Games Showcase is where Microsoft teases new releases for its Xbox games consoles. This show in particular is (typically) less about detailed gameplay more about building hype.

It was a good showing assuming you like first person shooters and fantasy RPGs. The new Doom game looks exciting and I’m excited to see how Perfect Dark turns out.

But the beating heart of the show is that everything is in service of Games Pass.

Games Pass is Microsoft’s big play in the market. For the non-gamers out there it’s Microsoft’s Netflix-style gaming subscription service – you pay your monthly fee and play all the games you want.

Games Pass has changed how I play games. The choice available encourages me to become extremely easy-come, easy-go about what I’m playing.

It’s also changed how Microsoft hypes its games.

Xbox games aren’t just sold as standalone titles anymore. They’re sold as part of a growing catalogue of Games Pass games.

But what happens now that Microsoft has finished its $68.7 billion acquisition of Activision Blizzard and owns the keys to the biggest franchise in the world, Call of Duty?

Turns out even Call of Duty is part of a subscription now, with Microsoft is adding the series’ upcoming Black Ops 6 title on Games Pass from day one.

It’s a huge statement and one that savvy developers and publishers should pay attention to. How do you market your £70 game when Call of Duty is always a button press away?

I’d like to see publishers positioning their games for specific types of session or even days of the week. Sea of Thieves can be the social hub where you catch up with distant friends. 12 Minutes is what you might play instead of having Wednesday night movie night with your partner. Tekken 8 is for when you want to have a terrible time fighting strangers and never win. You get the idea.

What’s clear is the days of buying one game every few months and playing it to death are numbered. I think even bigger games will be marketed with the acknowledgement that swapping between titles on a whim is easier than ever.

Oh, hang on. This actually did end up being about customer retention in the end. LinkedIn has corrupted me and I’m sorry. If you need me, I’ll be paralyzed by choice looking at what to play next on Games Pass.