Speaking during a live session at The Game Business event during Summer Game Fest week, Xbox Chief Strategy Officer Matthew Ball confirmed that the steep 2025 price hike resulted in the loss of “millions of subscribers” across the Game Pass ecosystem.

Back in October 2025, Microsoft increased the cost of Game Pass Ultimate from roughly $20 to $30 per month, while PC Game Pass also saw a significant jump in price.

Although the company attempted to soften the blow by adding benefits such as Ubisoft+ Classics, many players felt the increase was simply too much.

The backlash was swift, and it appears the numbers reflected that. According to Ball, the company saw a major decline in subscribers in the months that followed, forcing Xbox to rethink its approach.

Earlier this year, Microsoft lowered prices again, bringing Game Pass Ultimate down to $22.99 and PC Game Pass to $13.99. The company also moved away from launching new Call of Duty games directly into the service on day one, a decision Ball suggested helped rebuild trust with players.

While Game Pass remains one of gaming’s biggest value propositions, last year’s price increase showed that consumers are still willing to walk away when they feel the value no longer matches the cost.