Xbox Game Pass recently took a hit, losing millions of subscribers after a hefty price hike in October 2025. Why does this matter? Because it shows just how sensitive gamers are to subscription costs, even for a service as popular as Game Pass.
Back in October, Microsoft upped the price of its Xbox Game Pass Ultimate from $19.99 to $29.99, a whopping 50% increase. This news didn’t sit well with fans, leading to a mass exodus. Xbox’s chief strategy officer, Matthew Ball, revealed the staggering subscriber loss during a chat with The Game Business, and it seems Microsoft felt the pressure. In an unexpected twist, they’ve now reduced the price to $22.99, hoping to win back some goodwill.
The good news is that Microsoft is already seeing some positive signs. Xbox CEO Asha Sharma stated that the Game Pass is “returning to growth” after the slump. If you missed it, Xbox also had a busy time with its recent Xbox Games Showcase 2026, where they revealed exciting new games like Persona 6 and a fresh Spyro adventure. Check out what they have in store here.
As Xbox works to reconnect with its community, keep an eye on any further changes they might make to sweeten the Game Pass deal again. Meanwhile, check out what other exclusives Xbox has lined up for fans.
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