Xbox Lowers Game Pass Prices After Losing Millions of Subscribers

Xbox Chief Strategy Officer Matthew Ball revealed during Summer Game Fest that the company lost millions of subscribers following a controversial 50% price increase for Game Pass Ultimate in October 2025. The monthly cost had risen from $19.99 to $29.99, a move designed to add value by bundling Ubisoft+ and Fortnite Crew into the subscription. Ball stated during an interview with Chris Dring at The Game Business Live event that the service shed millions of users over the span of several months as a direct result of the hike.

In response to the significant churn, Xbox CEO Asha Sharma admitted the service had become too expensive for players. Sharma implemented a course correction in April 2026, lowering the price of Game Pass Ultimate to $22.99 and PC Game Pass to $13.99. To offset these lower costs, Xbox removed day-one access for future Call of Duty releases, shifting away from the strategy that had previously bundled new entries of the franchise into the Ultimate tier.

Microsoft has not officially updated its subscriber counts since February 2024, when it reported 34 million users. However, executives indicate that the recent price reductions and the removal of high-cost day-one content have improved both subscriber acquisition and retention. The reversal marks a significant shift in the company's strategy to balance premium content access with consumer affordability.