Xbox CEO Asha Sharma indicated a strategic shift in Game Pass pricing, noting that a price reduction has effectively increased consumer interest. In April, Xbox acknowledged the need for "a better value equation" after a significant price increase in October 2025, where the Game Pass Ultimate subscription rose by 50% to .99 per month. Following Sharma's comments, Xbox reduced the Game Pass Ultimate subscription price to .99 per month, though this rate is still higher than pre-increase levels. As a result of these changes, Call of Duty titles will no longer be available on Game Pass at launch, with availability expected about a year later. Additionally, an ad-supported Xbox Cloud Gaming service has emerged, suggesting potential future models for Game Pass. Sharma also mentioned a rebranding of Xbox to XBOX, aimed at better engagement with the player base, although Xbox will not participate in this rebranding effort.