Xbox Game Pass Lost “Millions” Of Subscribers After Massive Price Hike In 2025

Xbox chief strategy officer Matthew Ball confirmed that Xbox Game Pass lost millions of subscribers shortly after a price hike from $20 to $30 in October 2025. To address this, CEO Asha Sharma lowered the Game Pass Ultimate price to $23 per month. Additionally, Microsoft stopped adding new Call of Duty games to the library, a move Ball stated resonated with users. This correction followed a 50% price increase that led to the initial subscriber loss.