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.
- Entities
- Game: Call of Duty: Black Ops 6
- Game: Black Ops 7
- Topic: Pricing Strategy
- Person: Matthew Ball
- Company: Xbox
- Topic: Subscription Services
- Person: Asha Sharma
- Person: Phil Spencer
- Company: Ubisoft
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