Xbox lost 'millions' of Game Pass subscribers after last year's massive price hike
Xbox experienced a loss of millions of Game Pass subscribers following a significant price increase in October 2025. Xbox CEO Asha Sharma acknowledged the prices were too high, leading to a subsequent reduction. While Call of Duty games will now be delayed in their addition to Game Pass, the price cut has reportedly improved subscriber acquisition and retention.
- Entities
- Company: Microsoft
- Topic: Pricing Strategy
- Person: Matthew Ball
- Company: Xbox
- Topic: Subscription Services
- Game: Call of Duty
- Person: Asha Sharma
- Topic: Game Pass
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