Xbox Game Pass Sheds Millions of Subscribers After Price Hike
Xbox Game Pass lost millions of subscribers following a significant price increase in 2025. The company has since lowered prices and is shifting strategy.
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Game Pass lost millions of subscribers as a result of last year's controversial price hike, Xbox chief strategy officer reveals
Xbox's chief strategy officer Matthew Ball revealed that Game Pass lost millions of subscribers following a significant price increase in late 2025. This occurred despite the addition of Call of Duty to the service's day-one offerings. New Xbox CEO Asha Sharma had previously acknowledged in a leaked memo that the service had become too expensive for players, indicating a potential shift in strategy.
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.
Xbox Game Pass Lost “Millions of Subscribers” After 2025 Price Hike, per Chief Strategy Officer
Xbox's Chief Strategy Officer Matthew Ball confirmed that the company lost millions of subscribers following a significant price increase for Xbox Game Pass in October. While the exact timing of the price hike is unclear, the article suggests the decision negatively impacted the service's player base, though recent efforts may be helping to regain trust.
Subscriptions, Clouds, and Streams
Xbox Game Pass reportedly lost millions of subscribers following a significant price increase implemented in 2025. This analysis examines the impact of the price hike on the subscription service's user base and its implications for Microsoft's gaming strategy.
Xbox Game Pass lost "millions of subscribers" in just "a few months" after 50% price hike
Xbox experienced a significant subscriber loss, reportedly in the millions, within months of implementing a 50% price increase for Game Pass in October 2025. New CEO Asha Sharma acknowledged the negative impact and has initiated a strategy shift, including making some first-party titles like Gears of War: E-Day exclusive to Xbox consoles.
