Xbox Game Pass has 25 million subscribers, and generated $2.9 billion in revenue in 2021, accounting for nearly 20 percent of total Xbox revenue ($16.3 billion). After growing during the pandemic, revenue and subscriber growth has been falling short of expectations. The Xbox team does not believe that optimizing the existing business model will drive the growth that is needed. They are considering three options: Option 1 - Moving from a subscription model to a usage-based model Option 2 - Moving from a subscription model to a usage-based model with member deals and discounts Option 3 - Retaining existing customers through a loyalty program