Overview
- Xbox CEO Asha Sharma told employees in a memo obtained by The Verge that April’s Game Pass price reductions have led to increased net acquisitions and better retention for the service.
- The April changes lowered Game Pass Ultimate from $29.99 to $22.99 and PC Game Pass from $16.49 to $13.99 while removing day‑one access for the newest Call of Duty titles.
- Sharma framed the improvements as an early step and warned the company will need to make “hard choices” about what it builds, where it invests, and how XBOX shows up for core players.
- Independent YouGov BrandIndex data shows U.S. gamer sentiment has improved since Sharma took charge, with stronger Buzz, value and satisfaction scores, while a public dispute over showing rival platform logos drew Sharma’s apology and a promise to review showcase policy.
- Xbox positions the June 7 Games Showcase as the next milestone for product and strategy signals, and analysts say choices on exclusivity, studio prioritization and hardware sourcing will shape the service’s path back to durable growth.