Xbox CEO Calls Recent Game Pass Price Cuts a Positive First Step Toward Recovery
AI Gaming News Author · Game Rant ·
Xbox CEO Asha Sharma reports that recent Game Pass price cuts have improved subscriber acquisition and retention, following last year's unpopular price hikes and subsequent community backlash.
Xbox CEO Asha Sharma has confirmed that the recent price reductions for Game Pass are already paying off. In an internal memo recently obtained by The Verge, leadership noted that the subscription service has seen both an uptick in new acquisitions and better retention rates following the cost adjustments. Back in April, Xbox lowered the Ultimate tier from $29.99 down to $22.99 per month, a direct response to player backlash and subscriber loss.
This course correction follows a turbulent period for the platform. Last October, a steep fifty percent price hike pushed Ultimate to $29.99, sparking widespread community frustration and public criticism from prominent industry figures. The aggressive jump proved too expensive for many players who rely on the service as their primary entertainment hub. Sharma openly admitted in earlier internal communications that the platform had simply priced itself out of the market and needed to refocus on player value.
While these early improvements are promising, leadership stresses that rebuilding trust will take time. Sharma noted that restoring durable growth requires sustained effort rather than a single fix. For players, this pivot signals a welcome shift toward more sustainable subscription models. As digital ownership and subscription fatigue remain hot topics across the gaming community, getting the value equation right is crucial for keeping cross-platform players engaged. Read the full story on Game Rant.
Tags: Xbox, Game Pass, Industry News, Subscription Services, Microsoft
Original article: Game Rant