New Microsoft Gaming CEO Asha Sharma informed staff in an internal memo that Game Pass has grown too expensive for players and requires changes. She described the service as central to Xbox gaming value but stressed the need for a better value equation in the short term and a more flexible system long term.
Asha Sharma, who recently took over as Microsoft Gaming CEO, wrote in the memo this week that the current Game Pass model is not final. “Game Pass is central to gaming value on Xbox. It’s also clear that the current model isn’t the final one,” she stated. “Short term, 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.” As first reported by The Verge, Sharma addressed online rumors about the service's pricing and content strategy, promising further discussions soon. She noted awareness of speculation, including from Windows Central reporter Jez Cordon, that Microsoft might reconsider including Call of Duty titles on Game Pass day one. Game Pass launched softly in 2017 at $10 per month. Microsoft later merged it with Xbox Live Gold, rebranded it as Game Pass Ultimate at $15 monthly, and raised it to $30 last fall ahead of Call of Duty: Black Ops 7, following the Activision Blizzard acquisition. The company has explored ad-supported tiers to lower costs, similar to streaming services. Sharma met Netflix co-CEO Greg Peters last month to discuss potential bundling of Game Pass with Netflix. She has indicated that no Xbox strategy options from predecessors, including Phil Spencer, are off the table.
