Price Reduction Worked: New XBOX Boss Reports Growth in Game Pass Subscribers
The reduction in Xbox Game Pass prices helped stem the outflow of audience, which intensified after a massive price hike for the subscription in autumn 2025.
After being appointed head of XBOX, one of Asha Sharma's first decisions was to reduce the price of Game Pass. According to the company's internal data, this step has already begun to yield results.
In a memo reviewed by The Verge journalists, the head acknowledged that the price increase and subscription reform in autumn 2025 had negatively impacted the service's performance.
"After the price and plan changes last year, subscriber growth slowed, and subscriber churn accelerated. Since the price reduction, we have seen an increase in new user acquisition and improved retention of existing users. This is a good first step."
Despite initial successes, the head of XBOX emphasized that the service has a long way to go to restore sustainable growth. According to her, the problem cannot be solved with a single launch or a single solution, so the company will have to consistently work on the attractiveness of the subscription.
One such step has already been a new program for Discord Nitro users. Now, subscribers to the service get access to the starter version of Game Pass, which includes more than 50 games, at no additional cost.
In addition, Netflix co-CEO Greg Peters said he is discussing various collaboration options between the companies with Sharma. Among the possible ideas is a single Netflix and Game Pass subscription package, although no agreements have been reached yet.
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