Overview
- Asha Sharma, Xbox's new chief, said in a memo to staff on Monday that Game Pass costs too much for players and told teams she will go deeper on changes next week.
- Microsoft lifted the Ultimate tier by about 50% in October 2025 to $29.99 per month, a spike that fueled complaints the service no longer felt worth the price.
- Reporting indicates Microsoft is exploring cheaper or ad-supported options and even bundling talks with Netflix to cut monthly costs without gutting revenue.
- Outlets have tied day-one Call of Duty on Game Pass to weaker full-game sales, with Bloomberg citing roughly $300 million less in 2024, while a rumored pullback this year is unconfirmed.
- No new prices or tiers are official yet, and Xbox says it is assessing how to package content so players see clear value and publishers still capture game sales.