Xbox Cuts Game Pass Pricing to Attract More Players

• Current Pricing: Essential $9.99/month, Premium $14.99/month, Ultimate $29.99/month
• Status: Reported under consideration; no official announcement yet
• CEO: Asha Sharma (since February 2026)
• Platforms: Xbox console, PC, Cloud Gaming
• Previous CEO: Phil Spencer (departed after nearly 12 years)

Sharma is exploring multiple approaches to lower entry costs, including the possibility of an ad-supported tier, similar to how Netflix and other streaming services operate. Additionally, Sharma has been in discussions with Netflix CEO Greg Peters about potential subscription bundle partnerships, which could combine gaming and entertainment access in a single plan.

Here’s what Xbox is reportedly considering:

• Lower-priced tiers below the current $9.99 Essential plan
• Ad-supported Game Pass option (following Netflix’s model)
• Possible Netflix + Game Pass bundle partnerships
• Pricing revamp to address October 2025 backlash
• Focus on attracting casual gamers and price-sensitive players

The October 2025 price increases made the service noticeably more expensive for many subscribers, especially those relying on Ultimate for console, PC, and cloud gaming access plus day-one releases. Sharma has already removed Microsoft’s controversial “This Is An Xbox” marketing campaign shortly after taking over, signaling a fresh direction for the brand. Lower pricing could help restore goodwill with players who abandoned Game Pass after the hike.

Player reaction to the October increases was brutal—many cancelled subscriptions and cited frustration with the “best deal in gaming” becoming unaffordable. Sharma’s reported goal is clear: make future consoles and products like Game Pass more enticing to a broader range of customers. If implemented, cheaper tiers could attract casual gamers, families, and lapsed subscribers who stepped away.

Gamers shouldn’t expect immediate price cuts—these are early-stage discussions with no official timeline. However, Sharma’s willingness to explore lower-priced tiers and ad-supported options suggests Microsoft is serious about fixing the damage from last year’s increases. Watch for official announcements at upcoming Xbox events for concrete details on when (and if) cheaper Game Pass plans arrive.