Xbox CEO Asha Sharma has just confirmed that the recent Xbox Game Pass price cuts have already had a positive effect on the subscription service. The new Xbox CEO first announced these Xbox Game Pass price cuts in late April, confirming that the cost of the subscription service's Ultimate tier would be reduced from $29.99 a month to $22.99.
In an internal memo obtained by The Verge, Xbox CEO Asha Sharma admits that "Growth slowed down and subscriber loss accelerated after the pricing and SKU changes last year." Sharma is of course referring to the major Xbox Game Pass price hikes of October 2025, which saw Xbox Game Pass Ultimate go from $19.99 a month to $29.99. Sharma goes on to state that "Since our price reduction we have seen acquisitions grow and retention improve, which is a good first step." No exact stats or figures were provided by Sharma in this internal memo, but this appears to be concrete confirmation that the recent Game Pass price cuts have already started to yield the positive results that the company was hoping to achieve.
