Microsoft is set to launch a pay-as-you-go model for Xbox Cloud Gaming in November, allowing users to purchase cloud playtime hours through the Xbox Store. This move is aimed at gamers who don’t use cloud access enough to justify a monthly subscription to Xbox Game Pass.

The new model comes with significant limits for Game Pass subscribers, with Ultimate subscribers only able to stream for 15 hours per month. This could push many to opt for hourly bundles, or reduce their cloud gaming usage.

Microsoft is also testing free, ad-supported cloud gaming for Xbox Insiders, which could democratise access to cloud gaming for those without an Xbox. The company has been trying to attract more players to its ecosystem through cloud and mobile for years, with CEO Asha Sharma aiming to entertain more than a billion people daily.

Previous attempts by Microsoft to launch an Xbox mobile store faced setbacks due to policies from Apple and Google. The company has continued to fight legally to open up these stores, with Sharma stating that the idea of an Xbox mobile store is not dead.

The shift to a pay-as-you-go model could mark a new era in gaming, where microtransactions become more prevalent. However, it remains to be seen if this strategy will truly change the industry or simply offer gamers more flexibility.