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Microsoft's ability to convince more users to pay for the online service will play an important role in the Xbox's profitability. While online gaming is growing in popularity – U.S. revenue is expected to climb to $1.6 billion this year from $1.1 billion in 2005, according to Dallas research firm Park Associates – the concept remains unfamiliar to many users of console machines like the Xbox. And while many of the most popular PC games incorporate online play, such features are often included free of charge. An exception is multiplayer PC games designed for thousands of players, in which publishers typically charge a monthly subscription fee of about $15.