XBOX Admits Losing Millions of Game Pass Subscribers Following Price Increase

XBOX reportedly lost millions of Game Pass subscribers after a controversial price increase introduced during the final months of Phil Spencer’s leadership, according to comments from the company’s new strategy chief, Matthew Ball.

The price hike sparked a major backlash across the XBOX community. Many subscribers criticized the higher costs, while others canceled their memberships altogether.

Speaking about the impact of the decision, Ball acknowledged that the company lost “millions” of Game Pass subscribers following the increase. While he did not provide an exact figure, the decline comes after Game Pass Ultimate reached a monthly price of $30, making it one of the most expensive gaming subscription services on the market.

New Leadership Reverses Part of the Increase

Under the company’s new leadership, led by Asha Sharma, XBOX has already begun changing course.

The company has partially rolled back the controversial pricing strategy in an effort to make Game Pass more attractive again. However, the lower-priced option comes with trade-offs, including the removal of day-one access to new Call of Duty titles and other changes to the service.

Sharma has also outlined a broader strategy focused on strengthening the XBOX ecosystem and making XBOX hardware more appealing to players.

One notable shift is a renewed focus on exclusives. Sharma stated that exclusive games remain important for the XBOX platform, although future exclusivity decisions will be evaluated on a case-by-case basis rather than following a blanket policy.

According to Ball, the goal is to reward players who have invested in the XBOX ecosystem and provide stronger reasons for them to remain on the platform.

XBOX Series X25 Limited Edition Also Revealed

The Game Pass discussion comes shortly after XBOX unveiled the new XBOX Series X25 Limited Edition console during the XBOX Games Showcase 2026 celebrations.

The special anniversary console was created to mark 25 years of XBOX and generated significant attention after the company surprised FanFest LA attendees by giving away free units to qualifying fans. The console is scheduled to launch later this year and will be accompanied by a matching limited-edition controller.

The giveaway became one of the most talked-about moments surrounding the showcase and highlighted the company’s renewed effort to strengthen engagement with its most dedicated community members.

Via Wccftech