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

Microsoft Gaming's new CEO, Asha Sharma, has explicitly confirmed that Xbox Game Pass has become too expensive for players. In a candid admission regarding the subscription service's current pricing, she promised that significant changes are coming to create a "better value equation." This announcement aligns with earlier reports from March suggesting Sharma might attempt to make the service more affordable for the gaming community. While the company works on long-term solutions, the immediate reality is that Xbox Game Pass needs to evolve into a system that better serves its subscriber base without breaking the bank.

The Reason Behind The Price Hike

The context of this admission is crucial, as the pricing landscape shifted dramatically in October 2025. During this period, Microsoft raised the price of Xbox Game Pass Ultimate to $30, marking a staggering 50% price hike for subscribers. According to reports from The Verge, this decision was driven by the strategic addition of new Call of Duty releases to the service at their launch dates. The inclusion of these high-profile titles necessitated a higher subscription tier to cover licensing and distribution costs, though it has clearly impacted player sentiment regarding value.

A More Flexible Future for Gaming Subscriptions

Looking ahead, Sharma outlined a vision where the platform will evolve into a more flexible system designed to address these concerns. "Game Pass has become too expensive for players, so we need a better value equation," she stated in a memo obtained by The Verge. She emphasized that while long-term changes are planned, the process of testing and learning around this new model will take time.

Key points from the upcoming strategy include:

  • Long-term evolution: The goal is to restructure how subscriptions work rather than just adjusting prices.
  • Testing phase: Microsoft acknowledges that creating a "better value equation" requires careful experimentation.
  • Flexibility: The new system aims to offer more adaptable options for different types of gamers.

Speculation regarding the future of key titles has also surfaced during this transition. Days after Windows Central reporter Jez Corden suggested it might be possible for Microsoft to remove Call of Duty from Game Pass starting this year, the official pricing and strategy announcements were made. This creates a complex situation where the very titles that drove the price increase might eventually face re-evaluation as part of the broader effort to make Xbox Game Pass more accessible again.

As Microsoft continues to navigate these challenges, the commitment to finding a better balance between premium content and affordability remains clear. The CEO's acknowledgment that the current state is unsustainable signals that players can expect meaningful updates to the subscription model in the near future.