Xbox Game Pass Loses Millions of Subscribers After Price Hike in 2025
Xbox Game Pass lost 'millions' of subscribers after a massive price increase in 2025.
Xbox Game Pass lost 'millions' of subscribers after a massive price increase in 2025.
Xbox's chief strategy officer Matthew Ball confirmed the significant subscriber drop following the price hike from $20 to $30 in October 2025. The service lost millions of subscribers over a few months, prompting Microsoft to adjust the pricing to $23/month for Game Pass Ultimate. This move was one of Xbox CEO Asha Sharma's initial major decisions.
Ball highlighted Microsoft's choice to discontinue adding new Call of Duty titles to the Game Pass library, a decision that resonated with users. Despite the price reduction, Ball noted that Game Pass Ultimate at $23/month remains pricier than the previous year, emphasizing a shift in value. Microsoft did not disclose specific subscriber numbers affected by the price changes.
In 2024, Microsoft reported 34 million Game Pass members, including Xbox Live Gold accounts converted to Game Pass Core, now known as Game Pass Essential. During Ball's discussion, he addressed the challenges Xbox faced under previous leadership, with Sharma aiming to revitalize the brand through exclusive game offerings. Despite promises of exclusive titles, Microsoft's communication on the matter has caused confusion among fans, who see similarities to past strategies.
At the Xbox Games Showcase, Microsoft unveiled Gears of War: E-Day (October 2026) and Clockwork Revolution (2027) as upcoming console exclusives. Ball assured a continuous stream of exclusive titles moving forward, alongside the company's focus on hardware development, including plans for the next-generation console Project Helix.
