Xbox CEO Asha Sharma has announced that the recent price reduction of Game Pass has led to increased growth and improved retention. The price of Game Pass Ultimate was reduced from $29.99 to $22.99 per month.
This change came after a significant price hike in October 2025, which resulted in slowed growth and increased subscriber loss. Sharma stated that the price reduction is a good first step, but more work is needed to restore durable growth.
The price reduction was accompanied by the removal of Call of Duty games from the service at launch, with the games being added about a year later. Sharma also mentioned the possibility of a greater emphasis on ads in the future.
