‘A Good First Step’ Xbox CEO Says Game Pass Price Cuts Have Led to Positive Results

According to an internal memo from Xbox CEO Asha Sharma obtained by The Verge, the company experienced slower growth and increased subscriber losses following last year’s price increases and changes to available options. These changes refer to the October 2025 price hike for Xbox Game Pass Ultimate, which went from $19.99 to $29.99 per month. Sharma notes that since lowering prices, the company has seen an increase in new customers and improved customer retention – a positive initial sign. While specific numbers weren’t shared in the memo, it confirms that the recent price cuts are already having the desired effect.







