Yes absolutely, it just depends on the company's appetite to head down a path where all of their other divisions might need to prop up the gaming division while they burn money pursuing this venture over the next few years.
The continuing revenue from Xbox Live will help alleviate the pain somewhat since its essentially free money for them at this point (which I why I don't see them getting rid of it anytime soon) and any microtransaction sales within gamepass games will help, but overall it will require the backing of the company as a whole.
The way I see it, currently only 3 companies in this space can afford to go toe to toe without the aid of external investment (and/or debt financing) - Microsoft, EA and Google.
Microsoft are in a unique (and favourable) position compared to the other two because:
- They have a large existing user base they can leverage both from Xbox consoles and gamers on Windows 10.
- They already have existing strong relationships with all the third party companies which will help with content procurement.
- They now have a strong stable of first party development studios who will be able to consistently deliver exclusive content to the service.
- While dedicated gaming hardware is still desirable (which it currently is) they can build up a strong subscriber base without the pain of relying on delivering content via streaming on unsuitable Internet infrastructure.
Google are essentially aiming to skip many of these stages with Stadia and head to the "end game" where everything is delivered via streaming only. In my opinion it's a service that's launching too soon and as a whole the proposition isn't attractive enough for the type of customer they are primarily targeting.
EA are somewhere in the middle. They are happy to rely on existing hardware to deliver their subscription service while playing the waiting game for streaming to become more viable. They're also taking an approach which means they are unlikely to be hemorrhaging a load of cash because of EA access - the games only get added to the service after retail/digital sales have tailed off to a certain point. The games are then added to the service with the view of being able to sell microtransactions/Lootboxes to subscribers, further softening the blow of the cheap subscription fee. Once streaming becomes more viable and dedicated hardware sales start to drop they
might look at pulling support for xbox/playstation/Nintendo and just offering their games via streaming (ip's like FIFA are strong enough to be able to attempt a move as bold as this) but that's a long while off.
What the likes of Sony/Nintendo do in all of this remains to be seen but it's going to be interesting to witness whatever they decide to do.