PC Gamer
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Game Pass success story: It turns out that when you make things cheaper, more people will buy them
Xbox CEO Asha Sharma indicated that reducing the price of Game Pass has led to improved subscriber acquisition and retention, reversing a trend of slowing growth and accelerated subscriber loss following a significant price hike in October 2025. While the price reduction is seen as a positive first step, Sharma acknowledged that restoring durable growth will require ongoing effort, with potential future strategies including an ad-supported tier for Xbox Cloud Gaming.
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