Gears of War: E-Day: 1.7 Million on Game Pass and Over $37 Million in Revenue

Gears of War: E-Day now has its first numbers on the table, and they're the kind that spark debate. According to estimates from analyst Rhys Elliott of Alinea Analytics, the game has reportedly drawn around 1.7 million players on Game Pass and surpassed $37 million in revenue, even though its direct sales sit at only around 230,000 copies. The original report comes from Gamereactor Spain, which in turn draws on data shared by outlets such as Eurogamer and GameSpot.

Why does it matter? Because these figures paint a clearer picture than any official statement of how a major Xbox launch works today: traditional sales take a back seat, and the money comes in through other doors, such as microtransactions and, above all, the Premium Edition upgrade within the subscription itself. For those of us who live the competitive scene and create content, it's a very clear sign of where the industry is heading and how the next big games are going to launch.

What You Need to Know

• Close to 1.7 million players have reportedly tried the game through Game Pass, according to Alinea Analytics.
• Estimated revenue exceeds $37 million, combining direct sales, microtransactions and Premium Edition upgrades.
• Direct sales sit at around 230,000 copies: roughly 168,000 on Steam and 62,000 on Xbox and PC.
• More than 722,000 subscribers paid $30 for the Premium upgrade, which included extra content and early access starting October 1.
• The global launch for the Standard Edition and base Game Pass arrived on October 6.

The Breakdown: Where People Played and Where They Paid

What's interesting isn't just the total, but where each dollar comes from. These are the estimated figures from the analysis:

Two takeaways stand out. First: among those who bought the game outright, Steam accounts for the vast majority, well ahead of Xbox's own store. Second, and more striking: the number of subscribers who paid for the Premium upgrade is well over triple the direct sales. In other words, a large share of the business didn't come from people who bought the game, but from people who already had it included and chose to pay more to play it early.

Early Access: The Real Product

The key lies in the dates. Both the $30 Premium upgrade and the full $99.99 Premium Edition granted access to the game from October 1, while everyone else had to wait until October 6. A five-day head start that, judging by the numbers, became the launch's most powerful selling point. It affects everyone: those who pay to get in early, those who wait and, above all, those who need to be there from minute one, like content creators.

Our Take

Here in the Underworld Lordz newsroom, we have mixed feelings about it. On one hand, a game reaching 1.7 million people from day one is great news for the community: more players means fuller matches, more conversation and a broader base for any competitive scene to grow. Game Pass has democratized access, and that's undeniable.

On the other hand, paid early access is starting to look less like a bonus and more like a toll. If you're a content creator, those five days are gold: the first videos, the first guides and the first streams grab most of the attention. If you don't pay, you show up late to the conversation. And something similar happens competitively: whoever starts earlier gets a head start learning maps, mechanics and strategies. The fact that more than 722,000 people paid up tells us it works, but also that the pressure to pay already exists even if you have the subscription.

It's also worth keeping things in perspective: we're talking about an analyst's estimates, not official data. Even so, the trend is clear, and we don't think it's going to reverse. Our advice for players and creators is to do the math before paying: if your content or your competitive progress depends on getting there first, the upgrade may be worth it; if you just want to enjoy the campaign, a five-day wait won't change a thing.

What Do You Think?

The model is on the table, and the numbers say it's winning a lot of people over. But the question is for you: would you pay an extra $30 to play a game you already have in your subscription five days early, or do you think paid early access is a practice we shouldn't normalize? Drop by the team chat or our Discord and tell us where you stand.