Unsurprisingly, the Xbox Game Pass price adjustments in October 2025 were met with backlash, and we’re starting to get some official confirmation of just how the (up to) 50% price hike affected subscriber numbers. According to Xbox’s Chief Strategy Officer, Matthew Ball, the service lost “millions” of customers. Xbox went on to update prices in April 2026.

The October price changes came as part of a rework for the popular game subscription service, as the top Game Pass Ultimate tier raised from $19.99 to $29.99/month to make way for new ‘Essential’ and ‘Premium’ tiers to occupy cheaper price slots. However, Ultimate – and the PC-only Game Pass – remain the only way to gain access to day-one releases.

Xbox Game Pass prices were soon addressed by new CEO Asha Sharma

According to Gamespot, attending The Game Business Live on June 8, CSO Matthew Ball said Xbox Game Pass lost “millions” of subscribers in the space of a few months after the October 2025 price hikes. It was a drastic change that immediately caught the attention of consumers – a poll we ran on PC Guide also suggested the majority of customers had canceled.

With the latest price cuts in April, the previously $29.99 Ultimate tier has been brought down to just $22.99 – still higher than the original $19.99 price tag, but something that Ball says is “resonating” with users. The price drop does, however, mean new Call of Duty titles are no longer available on day one, with Modern Warfare 4 set to release on October 23, 2026.

Ball also spoke about plans for Project Helix, along with the return to exclusives. We’ve already heard about two Xbox console exclusives coming soon – Gears of War E-Day and Clockwork Revolution, though it should be noted that both will still be coming to PC. Xbox’s ‘console exclusivity’ simply means these titles won’t be available on Sony’s PlayStation.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.