Xbox CEO says it's already seeing positive impacts following Game Pass price cuts
Xbox CEO Asha Sharma reports positive impacts from recent Game Pass price cuts. Improvements in subscriber acquisition and retention have been noted since the reductions were implemented in April. Sharma emphasized the need for ongoing efforts to restore durable growth and discussed the rebranding from Xbox to XBOX.
- ▪Game Pass price cuts were implemented in April, with Ultimate dropping from $29.99 to $22.99 and PC from $16.49 to $13.99.
- ▪Sharma noted that subscriber acquisition and retention have improved since the price reductions.
- ▪Xbox is evolving Game Pass into a more flexible system, which will take time to develop.
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Home News Xbox CEO says it's already seeing positive impacts following Game Pass price cuts "We will have to outwork the problem in front of us in our path to restore durable growth," says Asha Sharma Image credit: Microsoft <img alt="Sophie McEvoy avatar" src="https://assetsio.gnwcdn.com/IMG_6233-copy.jpeg?width=2048&height=2048&fit=bounds&quality=85&format=jpg&auto=webp" style="aspect-ratio: 1" width="1483" height="1412" > News by Sophie McEvoy Staff Writer Published on May 29, 2026 Follow Microsoft Xbox CEO Asha Sharma says that recent price cuts to Game Pass are already delivering positive results. In an internal memo obtained by The Verge, Sharma noted improvements since the reductions were implemented in April.
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