Game Pass Is Too Expensive And It Will Change, Xbox CEO Says

Microsoft Gaming’s new CEO, Asha Sharma, has herself admitted that Xbox Game Pass “has become too expensive for players” and promised that changes are coming to create a “better value equation.” This wouldn’t be a big surprise, as a report from March said Sharma might try to make Game Pass less expensive.

“Game Pass has become too expensive for players, so we need a better value equation. Long term, we will evolve Game Pass into a more flexible system which will take time to test and learn around,” she said in a memo obtained by The Verge.

In October 2025, Microsoft raised the price of Xbox Game Pass Ultimate to $30, which represented a 50% price hike. The Verge reported that the reason Microsoft raised the price was a result of adding new Call of Duty releases to Game Pass at launch. This reporting came days after Windows Central reporter Jez Corden said it’s possible Microsoft might take Call of Duty out of Game Pass beginning this year.

Changes for Game Pass are not expected imminently, but it’s clear from Sharma’s memo that she’s thinking about making changes, and that’s something fans are probably excited to hear.

In addition to making Game Pass more affordable, Sharma might look to partner with Netflix on some kind of bundle offering for Game Pass. Netflix co-CEO Greg Peters said he and Sharma have “kicked around ideas” for how Netflix and Xbox could work together on subscription bundles. Nothing has been confirmed, but Peters said he “wouldn’t eliminate any possibilities.”

“You would have to do it in a way that works for the consumer and works for both companies, and frankly, I think Microsoft’s still trying to figure out how to make the Game Pass bundle work for Microsoft,” Peters said. “But what I like about Asha’s thinking is, it’s all about, ‘How do we do more?’ And it’s already been exciting to watch.”

Sharma took on the role of Microsoft Gaming CEO in February, replacing Phil Spencer. In addition to these rumored changes to Game Pass, Sharma has already made a big shift for Xbox, as she killed the “This is an Xbox” campaign because it didn’t “feel like Xbox.”

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