Overview
- Matthew Ball, Xbox chief strategy officer, said Monday that the service "shed millions" of subscribers in the months after the October 2025 price increase.
- Game Pass Ultimate rose from about $19.99 to $29.99 in October 2025 and was reduced in April 2026 to $22.99, a rollback that removed day-one access to new Call of Duty titles in exchange for the lower cost.
- So many customers canceled after the hike that Xbox's cancellation page was overloaded, a sign that many users immediately reacted to the higher monthly price.
- New leadership under CEO Asha Sharma is refocusing on first-party exclusives and continued console work, including a next-generation effort called Project Helix, and has signaled more flexible subscription options will be tested this summer.
- Xbox reported more than 34 million Game Pass players in February 2024 but has not published a current total; Microsoft says early signs after the price cut show improved acquisitions and retention while the company works to restore sustained growth.