Xbox Game Pass lost millions of subscribers following a 50 percent price increase in fall 2025. The admission came from Chief Strategy Officer Matthew Ball during an interview at Summer Game Fest.
The service had been estimated at more than 35 million subscribers in mid-2025. Earlier figures showed 34 million subscribers in February 2024. The October 2025 price rise applied to the Game Pass Ultimate plan and restructured lower tiers. New CEO Asha Sharma reduced the price again in April 2026, though not to previous levels. She also announced that future Call of Duty titles would no longer launch day one on the service. The loss of subscribers followed repeated price adjustments that began in 2024. Ball’s comments were shared publicly on June 8, 2026, by Geoff Keighley after an interview conducted by Chris Dring.
