Atomfall Surpasses 2 Million Players in First Month as Game Pass Launch Proves a Strategic Triumph for Rebellion
The post-apocalyptic open-world adventure Atomfall has officially surpassed 2 million players within its first month of release, a milestone that exceeded the expectations of UK-based studio Rebellion. Much of this early success, according to Rebellion CEO Jason Kingsley, can be attributed to the title’s day-one launch on Xbox Game Pass. Speaking with GamesIndustry.biz, Kingsley emphasized the vital role Microsoft's subscription service played in driving discovery and boosting the visibility of this new IP in a crowded market.
“It’s been a huge success,” Kingsley stated. “Microsoft has been a fantastic partner to work with. They’ve really leaned in to helping us. They brought their skills and their scale to bear on our small project, and it’s done really, really well for them, so they got a good deal, we got a good deal out of it as well.”
According to Kingsley, Game Pass not only mitigated the commercial risks associated with launching a new IP, but also amplified Atomfall’s reach through organic, word-of-mouth exposure. Players who discovered the game through Game Pass often shared their experiences on social media, prompting even those outside the subscription ecosystem to purchase the title to join the conversation.
“With Game Pass, you can get people to try it, then as a result of those people trying it, they like it, and they then tell their mates on social media, ‘I found this game on Game Pass, I really enjoyed it, you should have a go.’ [...] So, they’ll go and buy it. At least, that’s our theory – we don’t have the data in for that,” said Kingsley. “But one of the biggest challenges for a company like us is discovery. And Game Pass has allowed for a lot of discovery for our game.”
Kingsley acknowledged potential downsides, such as the cannibalization of direct sales, particularly among the core gamer demographic already subscribed to Game Pass. However, he stressed that the advantages far outweighed the drawbacks. Game Pass, by guaranteeing a minimum revenue regardless of retail performance, provided the financial stability required to take creative risks and foster new intellectual properties like Atomfall.
“It does mitigate risk,” Kingsley said. “Without going into details, they guarantee you a certain level of income, regardless of what it will sell for. [...] You could argue that all the hardcore are on Game Pass, and they’re the ones that might buy a new IP like this, so therefore, are you cannibalizing one section of the audience? And I think, perhaps, yes, a little bit. But what you gain from that cost is disproportionate.”
The success of Atomfall through Game Pass may offer a compelling case study for other independent studios exploring publishing strategies for original titles. Rebellion’s approach demonstrates how partnering with major platforms can open doors to discovery while offering the financial backing necessary to push new creative visions to market.
What’s your take on the rise of new IPs finding their footing through subscription platforms like Game Pass? Is this the future of indie success? Let us know below.
