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Xbox reduces Game Pass subscription costs
Microsoft's Xbox has cut the price of its Game Pass subscription service, just six months after increasing fees by over 50%. The move follows widespread criticism from players who called the hikes unaffordable.
New Call of Duty games delayed for basic subscribers
While prices are dropping, Xbox announced that new Call of Duty titles will now be added to the premium Game Pass Ultimate and PC Game Pass tiers approximately one year after release. Existing Call of Duty games in the library remain available to all subscribers.
In the UK, Game Pass Ultimate has been reduced from £22.99 to £16.99 per month, while PC Game Pass now costs £10.99, down from £13.49. Pricing adjustments vary by region.
Fan reactions divided over price cut
Player responses to the announcement were mixed. Some praised Xbox for "listening to feedback," while others expressed skepticism, questioning whether more first-party games could be restricted in the future. Christopher Dring, editor of The Game Business, described the price reduction as a move to "regain fans' trust" after the steep hike earlier this year.
"The big losers from this cut are those who subscribe to Game Pass for a month or two to play the latest Call of Duty, and then leave. These gamers now either have to be patient or buy the game in full."
Christopher Dring, The Game Business
Xbox's shifting business strategy
A leaked internal memo from Xbox's new head, Asha Sharma, acknowledged that Game Pass had "become too expensive for players." Sharma, who took over in February, previously led AI initiatives at Microsoft and has signaled a shift toward monetizing audience attention rather than relying solely on subscriptions or content.
Business professor Joost van Dreunen suggested Xbox may increasingly turn to advertising, adopting a "scaled platform business" model. Sharma has emphasized her commitment to the Xbox brand, pointing to the development of a new console, codenamed Project Helix, as evidence of long-term investment.
Industry trends and player perspectives
While subscription services like Netflix have recently raised prices, Xbox's decision to lower costs is rare. Dring noted that even after the reduction, the Ultimate tier remains 35% more expensive than it was two years ago.
Call of Duty streamer Chantelle Parker, known online as Chantelle Plays, called the price cut a "big win" for casual gamers. She told BBC Newsbeat that the change makes Game Pass more accessible, though she expects dedicated Call of Duty fans to purchase new releases separately.
"It's a lot more accessible to a lot more people. People just couldn't afford to be paying that much per month for this library of games."
Chantelle Parker, streamer
