Activision begins using ‘not on Game Pass’ tagline for Modern Warfare 4 ads

Call of Duty: Modern Warfare 4 is now being promoted with a surprising tagline – “NOT ON XBOX GAME PASS”. Infinity Ward has begun using this phrase in early marketing materials for the game, directly highlighting the fact that the next Call of Duty title will not launch on Microsoft’s subscription service.

Microsoft recently determined that launching new Call of Duty titles on Game Pass was financially damaging, to the point where it has quickly given up on using Call of Duty as a pillar franchise for the subscription service. Starting this year, new COD titles will no longer be available day-one on Game Pass. Previous estimates claimed Microsoft lost as much as $300M launching COD on Game Pass, as the number of new subscriptions did not offset the number of lost sales.  

Infinity Ward is now embracing that pivot as part of its marketing. As highlighted by VGC, promotional posters for Modern Warfare 4 have surfaced featuring the bold “NOT ON GAME PASS” message, an unusual move but one that reflects Microsoft’s new stance.

Modern Warfare 4 was officially revealed during the Xbox Games Showcase earlier this month and will launch as a traditional retail release across platforms. Older Call of Duty titles will continue to arrive on Game Pass, but annual releases will now follow a purchase‑first model.

KitGuru Says: Marketing like this gives the impression that the developers weren't too pleased about having to support Game Pass either. Unfortunately for Microsoft, Call of Duty this year isn't suddenly guaranteed to make $300M extra, as Modern Warfare 4 will be releasing in pretty close proximity to GTA 6. 

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