New Xbox CEO Suggests Price Cut for Game Pass

A potential price reduction for Xbox Game Pass may be one of the first initiatives from the new Xbox head, Asha Sharma, as she seeks to revitalize Microsoft's gaming division. In an internal memo obtained by The Verge, Sharma stated that the Game Pass has become too expensive, suggesting a downward adjustment in subscription prices. She affirmed that while Game Pass remains central to the Xbox ecosystem, the current model is unsustainable long-term and requires changes to deliver better value, potentially through lower subscription costs and adjustments to game release strategies. This internal debate follows significant price increases in recent years. In 2025, Microsoft justified a roughly 50% increase to the Ultimate Plan, bringing the monthly cost to $29.99, by citing the inclusion of major titles and catalog expansion. However, it sparked criticism from the community, raising questions about the service's cost-benefit ratio, which had been considered one of the best deals in the video game market.

Behind the scenes, discussions also address the financial impact of major franchises within the service, such as Call of Duty, whose presence may be straining platform costs. According to Jez Corden, Microsoft might remove Call of Duty games from the Xbox Game Pass lineup on launch day to ensure the subscription model's long-term viability. Another possibility involves creating more affordable plans, potentially with less content, to broaden Game Pass's reach without significantly affecting revenue. In related subscription service news, Amazon Luna has announced changes to its service: 1. Starting June 10, 2026, Amazon Luna will no longer support the "Bring Your Own Library" feature, which allows users to play games they previously accessed through other platforms. 2. Ubisoft and Jackbox Games subscriptions purchased through Luna will also be discontinued. 3. Third-party game stores like EA, Ubisoft, and GOG are being removed from the Luna platform. Additional details about Amazon Luna include approximately 35 million subscribers, support for streaming resolutions up to 1440p, and different account options: a standard subscription allows gameplay on two accounts simultaneously, while the Friends & Family plan supports four accounts.

Shifts in Xbox Game Pass Pricing Amid Internal Changes and Competitor Pressure

As of now, there has been no official announcement of a price reduction for Xbox Game Pass. However, the tone of the internal memorandum suggests that changes may be coming in the following months.

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