Xbox Game Pass price cut boosts engagement as Xbox signals broader overhaul

An internal memo from Xbox head Asha Sharma says the recent price reductions for Xbox Game Pass Ultimate and PC Game Pass have boosted acquisitions and retention. Ultimate dropped from £23/$30 to £17/$23 and PC Game Pass from £13.50 to £11. A side effect is that day-one Call of Duty releases will no longer appear on Ultimate for now and will be added later. Sharma emphasizes long‑term change as Xbox reveals more in the upcoming Games Showcase, while the brand undergoes broader strategic shifts to build a stronger Xbox.