New Xbox CEO Comments on Game Pass: Addressing Affordability Concerns

The gaming community is reacting strongly after the new Xbox CEO, Asha Sharma, reportedly shared a memo with Microsoft employees stating that "Game Pass has become too expensive for players." This significant shift in strategy was first detailed by The Verge, which received an internal message from today outlining Sharma's intent to reevaluate the subscription service. As prices have risen steadily over recent years, Sharma appears focused on creating a more flexible system to restore value for subscribers. Her comments signal that while Game Pass remains central to Xbox’s gaming identity, the current pricing model is not sustainable long-term without adjustment.

A New Value Equation for Gamers

Sharma’s memo explicitly acknowledged the current friction points within the service. "Game Pass is central to gaming value on Xbox," she wrote. "It’s also clear that the current model isn’t the final one." She emphasized that in the short term, the focus must be on addressing affordability issues immediately. For the long term, the goal is to evolve the platform into a more adaptable structure, though this evolution will require time for testing and learning.

Sharma promised to "go deeper" with the Xbox team regarding these critical points next week, suggesting that concrete adjustments are already in motion. This internal communication follows a separate report from late last month indicating that the new CEO was actively exploring ways to make the service more affordable. While players may hope for relief, no specific details have been released yet regarding the exact shape of potential revisions or how they will be implemented.

Impact of Call of Duty and Recent Price Hikes

Recent financial adjustments to Game Pass have sparked considerable debate among the user base. The Verge reported that some of the latest price increases were directly linked to the inclusion of Call of Duty within the service, though it remains unclear if this specific addition will trigger changes in pricing structure.

Shortly after Microsoft announced Call of Duty’s arrival on the platform in 2024, they simultaneously raised prices for all subscription tiers. The most aggressive move occurred a year later when the company increased the cost of the Ultimate tier from $19.99 to $29.99 per month.

Many gamers felt these 2025 changes were particularly harsh, leading to:

  • Widespread frustration voiced across social media platforms.
  • A noticeable rise in subscribers canceling their payments altogether.
  • Calls for a "better value equation" from industry analysts.

Rewards and Upcoming Content Additions

In response to subscriber backlash, Microsoft confirmed in October that it would be restoring additional reward points after scrapping a controversial strategy that had planned discounts on certain DLC purchases. This reversal was part of an effort to rebuild trust with the gaming community.

The service recently expanded its library with several notable titles revealed last week:

  • DayZ
  • FBC: Firebreak
  • Hades 2
  • Call of Duty: Modern Warfare

These additions come as Sharma continues to assess the balance between premium content delivery and affordable accessibility. With four distinct plans currently available—Essential, Premium, PC Game Pass, and Ultimate—subscribers retain access to an evolving library of games for download and play. While the future roadmap remains under development, Asha Sharma’s recent comments confirm that Game Pass is undergoing a critical strategic review.

Michael Cripe, the freelance writer who reported this story for IGN, is known for his work at The Pitch, The Escapist, and OnlySP. Readers interested in further updates can follow him on Bluesky (@mikecripe.bsky.social) or Twitter (@MikeCripe).