Following a significant price hike implemented in October 2025, Xbox Game Pass has reportedly lost millions of subscribers. The increase, which raised the monthly fee from $19.99 to $29.99, marked a 50% rise in costs for users. Xbox chief strategy officer Matthew Ball shared these insights during a live event, revealing the adverse impact of the price adjustment.
Impact of the Price Hike
The abrupt price increase prompted an overwhelming response from fans. Many took to social media to express their dissatisfaction and announced plans to cancel their subscriptions. It was clear that Microsoft felt the repercussions, although the exact subscriber count remains undisclosed.
Subscriber Statistics
- As of February 2024, Xbox Game Pass boasted approximately 34 million subscribers.
- By July 2025, the revenue for Game Pass had reached nearly $5 billion.
Despite promising enhancements such as the inclusion of major titles like “Hogwarts Legacy,” the decision did not sit well with existing subscribers. The monthly increase equated to an additional $120 annually, which many fans found untenable.
Microsoft’s Response
In response to the backlash, Microsoft announced a reduction in the subscription fee. The Xbox Game Pass Ultimate tier was lowered from $29.99 to $22.99, a welcome change for many users. However, this new rate remains higher than the original price prior to the hike.
Value Adjustments
Ball emphasized that while the service now costs more than before, its overall value has shifted. Users were disappointed to learn that Call of Duty games would no longer be available on day-one release through the service, even as they appreciated other adjustments.
Future Prospects
In a separate interview with Bloomberg, Xbox CEO Asha Sharma indicated a positive trend in Xbox Game Pass’s trajectory. She noted that the service has been able to regain growth and improve user retention after facing an eight-month decline.
Sharma highlighted the importance of reconnecting with players and the community as a vital strategy moving forward. Microsoft’s leadership recently wrapped up its Xbox Games Showcase 2026, unveiling various upcoming projects. These include anticipated titles such as “Spyro: A Realm Beyond” and “Persona 6.”
The ongoing adjustments and initiatives reflect Microsoft’s commitment to refine its Xbox Game Pass offerings, catering to the evolving needs of its gaming community.
