Xbox Game Pass Lost ‘Millions Of Subscribers’ When It Hiked Prices Last Fall

Xbox Game Pass apparently lost “millions of subscribers” when it raised its prices by 50% last fall, according to Xbox’s chief strategy officer.

This comes from an interview with Matthew Ball at Summer Game Fest with The Game Business’ Chris Dring, with the quote being reposted by Geoff Keighley earlier today:

Matthew Ball says Xbox shed “millions of subscribers” when the Gamepass price increased 50 percent in Fall 2025. pic.twitter.com/ESCr1iOEV8

— Geoff Keighley (@geoffkeighley) June 8, 2026

Last October, Xbox increased the price of its Game Pass Ultimate plan by 50%, alongside a rework of its cheaper Game Pass tiers. This move also took place just a little over a year after it raised prices in 2024. The loss of millions of subscribers explains why new CEO Asha Sharma dropped the price (though not back to 2025 levels) this past April, alongside the announcement that future Call of Duty games would no longer launch into the service.

Developing…