Xbox Game Pass has gone through some major changes in the past couple of years, and Microsoft is clearly aware that not all of them were good. Recently, Xbox has been focusing on re-branding, with pivots ranging from a new, less minimalist logo to a renewed focus on console exclusivity.
One of the most appreciated changes is the reversal of course on Xbox Game Pass, which dropped in price after a major increase in 2025. While the new price is still a bit higher than before, Xbox has now explained just how big the original fallout of the price increase was.
On X, Summer Game Fest host Geoff Keighley paraphrased a statement on the subject from Xbox Chief Strategy Officer Matthew Ball. According to Ball, Xbox lost "millions of subscribers" after the price increase, although he doesn't offer an exact figure.
This isn't exactly a huge surprise, but it's rare to see a major company disclose a setback like this in such a public way. It's keeping in step with Xbox's recent strategic pivots, however, as new CEO Asha Sharma is trying to re-brand Xbox as a company that's aware of its recent mistakes and focused on listening to...
