Of course, nothing is stopping Microsoft from buying CoD exclusivity outright. Just like Sony did with FF7 and FF16. Gamepass should be cheaper once they sign the marketing contract.
If anything, MS should not be getting outbid by Sony for marketing rights. Just pay more. Surely they can afford it if they were willing to pay $8 billion for bethesda and $3 billion for Minecraft.
If they really wanted games on gamepass, they wouldve just paid. They just dont want to pay. Elden Ring, Hogwarts, Star Wars Survivor, Diablo, not all of these big games have marketing deals with Sony. They couldve easily paid to get them on gamepass without every needing to acquire fromsoft or EA or activision. even in cases when Sony went in and got a deal, MS must have known and they shouldve gone in to make a counter offer.
It would get expensive but Sony would eventually learn not to get into bidding wars with MS. I was shocked that MS didnt go and get Elden Ring last year as a day one gamepass title. Like you have nothing else and you cant pay a couple of hundred million for the only big AAA game of the year?