Xbox Game Pass lost “millions” of subscribers from 2025’s price hike
Xbox has admitted to losing millions of Xbox Game Pass subscribers following a significant price increase in October 2025. New CEO Asha Sharma has since lowered the price of Game Pass Ultimate to $23 per month, a move that may help to recover lost subscribers. The price hike was speculated to be in response to adding Call of Duty: Black Ops 6 as a day-one release.
The Sixth Axis
- Entities
- Call of Duty: Black Ops 6
- Black Ops 7
- Pricing Strategy
- Matthew Ball
- Xbox
- Subscription Services
- Asha Sharma
- Phil Spencer
- Ubisoft
Original source
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