Ubisoft has shed more light on its game subscription program, Ubisoft +, including why the company believes the Xbox version can succeed on its own as opposed to being bundled with Game Pass. Ubisoft+ director Philippe Tremblay told GI.biz that the game subscription market isn't maxed out yet, and Ubisoft is trying to secure its own piece of the pie.

"We haven't necessarily seen that this market has reached the maximum opportunity here," Tremblay said. "It's still fairly new across the board that we have subscription offers, even from Xbox or other partners out there."

Another high-profile publisher, EA, worked out a deal with Microsoft to include EA Play within Xbox Game Pass Ultimate. Although Ubisoft+ is not bundled with Game Pass, Microsoft is presumably taking some kind of fee from Ubisoft as the platform-holder.