Game Pass success story: It turns out that when you make things cheaper, more people will buy them
May 29, 2026
In a recent internal memo shared with The Verge, Xbox CEO Asha Sharma highlighted a strategic shift regarding the pricing of Game Pass, suggesting that a reduction in price has proven effective in driving consumer interest. This approach aligns with a fundamental economic principle: lowering prices can stimulate demand.
Game Pass Pricing Adjustments
Sharma noted that back in April, Xbox recognized the need for “a better value equation” for Game Pass. This acknowledgment came on the heels of a significant price increase in October 2025, where the premium Game Pass Ultimate subscription saw a steep 50% rise, escalating from .99 to .99 per month. However, just a week after Sharma’s remarks, Xbox implemented price reductions. While the new rates remained higher than pre-increase levels, the Game Pass Ultimate subscription was adjusted to .99 per month.
These changes did come with a trade-off; notably, Call of Duty titles will no longer be available on Game Pass at launch. Instead, players can expect these games to be added approximately a year later, coinciding with the release of the next annual installment.
Additionally, the emergence of an ad-supported Xbox Cloud Gaming service shortly after the Game Pass price hikes suggests that Xbox may explore similar models for Game Pass itself in the future.
Sharma also touched upon the recent rebranding of Xbox to XBOX, emphasizing that this change reflects a commitment to engage more thoughtfully with the brand’s dedicated player base. While this rebranding initiative is noteworthy, it appears that Xbox will not be participating in this particular exercise.
Game Pass success story: It turns out that when you make things cheaper, more people will buy them
In a recent internal memo shared with The Verge, Xbox CEO Asha Sharma highlighted a strategic shift regarding the pricing of Game Pass, suggesting that a reduction in price has proven effective in driving consumer interest. This approach aligns with a fundamental economic principle: lowering prices can stimulate demand.
Game Pass Pricing Adjustments
Sharma noted that back in April, Xbox recognized the need for “a better value equation” for Game Pass. This acknowledgment came on the heels of a significant price increase in October 2025, where the premium Game Pass Ultimate subscription saw a steep 50% rise, escalating from .99 to .99 per month. However, just a week after Sharma’s remarks, Xbox implemented price reductions. While the new rates remained higher than pre-increase levels, the Game Pass Ultimate subscription was adjusted to .99 per month.
These changes did come with a trade-off; notably, Call of Duty titles will no longer be available on Game Pass at launch. Instead, players can expect these games to be added approximately a year later, coinciding with the release of the next annual installment.
Additionally, the emergence of an ad-supported Xbox Cloud Gaming service shortly after the Game Pass price hikes suggests that Xbox may explore similar models for Game Pass itself in the future.
Sharma also touched upon the recent rebranding of Xbox to XBOX, emphasizing that this change reflects a commitment to engage more thoughtfully with the brand’s dedicated player base. While this rebranding initiative is noteworthy, it appears that Xbox will not be participating in this particular exercise.