- Asha Sharma says the Xbox Game Pass price cut has improved acquisitions and retention.
- The memo acknowledges that the fall 2025 price and SKU changes hurt the subscription’s momentum.
- Microsoft is also pushing Game Pass through Discord Nitro, while Netflix bundle talks remain exploratory.
Xbox Game Pass growth has started to recover after Microsoft lowered subscription prices, according to new Xbox boss Asha Sharma. The executive told employees that acquisitions have grown and retention has improved since the price cut, though she also warned that one move will not fix the service by itself.
Why it matters: Game Pass is still one of Xbox’s biggest ecosystem plays. If the price scares players away, the whole subscription pitch starts wobbling.
“Since our price reduction we have seen acquisitions grow and retention improve, which is a good first step.”
In a memo reviewed by The Verge, Sharma said Game Pass growth slowed and subscriber loss accelerated after last year’s pricing and SKU changes. Her read is simple: the cheaper pricing is working early, but Microsoft still has a longer rebuild ahead.
That tracks with the April 21 Xbox Wire update. Game Pass Ultimate dropped from .99 to .99 per month, while PC Game Pass fell from .49 to .99. Prices can vary by region, but the direction is clear. Xbox hit the brakes after pushing the subscription too far, too fast.
There is a catch, because of course there is. Future Call of Duty games will no longer join Game Pass Ultimate or PC Game Pass at launch. Xbox says those titles will arrive during the following holiday season instead, while existing Call of Duty games remain in the library.
Discord Nitro is now part of the Game Pass funnel.
On the other side, Microsoft is also trying to make Game Pass feel less like one expensive monthly bill and more like a bundle players keep bumping into. Discord’s Nitro Rewards now include Xbox Game Pass Starter Edition for eligible Nitro members at no extra cost.
According to Discord, the Starter Edition includes more than 50 games, 10 hours of cloud gaming each month, and rewards access. It is meant for Nitro users who do not already have an active Game Pass subscription, so this is more of an onboarding ramp than a replacement for Ultimate.
Netflix talks show where Xbox may go next
Netflix co-CEO Greg Peters has also said he and Sharma have discussed possible collaboration ideas around subscriptions. No agreement has been reached, so the sensible read is still cautious. A Netflix and Game Pass bundle sounds neat on paper, but the price would have to do real work. Players are not short on subscriptions. Their bank statements already look like a live-service roadmap.
For now, the bigger takeaway is that Sharma is treating Game Pass as a value problem, not just a content problem. Big games matter, but price, timing, tiers, partner perks, and trust matter too. The service can still grow, but Microsoft has to prove that the new math works for players before it works for spreadsheets.
What are your thoughts on the Xbox Game Pass price cut? Has the lower price made the service more appealing, or did the Call of Duty change cancel it out? Let us know in the comments.
Thank you! Please share your positive feedback. 🔋
How could we improve this post? Please Help us. 😔
[Editor-in-Chief]
Sajjad Hussain is the Founder and Editor-in-Chief of Tech4Gamers.com. Apart from the Tech and Gaming scene, Sajjad is a Seasonal banker who has delivered multi-million dollar projects as an IT Project Manager and works as a freelancer to provide professional services to corporate giants and emerging startups in the IT space.
Majored in Computer Science
13+ years of Experience as a PC Hardware Reviewer.
8+ years of Experience as an IT Project Manager in the Corporate Sector.
Certified in Google IT Support Specialization.
Admin of PPG, the largest local Community of gamers with 130k+ members.
Sajjad is a passionate and knowledgeable individual with many skills and experience in the tech industry and the gaming community. He is committed to providing honest, in-depth product reviews and analysis and building and maintaining a strong gaming community.
Join Our Community
