Subscription Growth

"Not surprising at all" - analysts see Xbox Game Pass price cut as inevitable shift that will drive subscription growth in 2026

Analysts believe Microsoft's decision to cut the price of Xbox Game Pass and remove Call of Duty as a day-one offering was an expected move due to the franchise's limited impact on subscription growth. While opinions differ on the effect on Call of Duty's revenue, the price reduction is seen as a positive step that should help subscriber numbers grow. This strategic shift is viewed as commercial pragmatism rather than a fundamental change in Microsoft's approach to its gaming services.