Game Pass price cuts were a “good first step”, says Xbox

Since taking over the leadership of the Xbox division in early 2026, Asha Sharma has made some changes that are already bearing positive fruit. The main one was cutting the price of Game Pass subscriptions which, in return, will no longer offer games from the Call of Duty series on their release dates.

In an interview with The Verge, Sharma shared details of his strategy and the reasons why he decided to change how the division works. According to her, the company was already seeing a slowdown in its growthwhich was accentuated by the cancellation of several subscriptions when the 2025 adjustment was announced.

Image: Disclosure/Xbox

According to the new Xbox commander, the successive price increases on the brand’s consoles also damaged its image. “Since our price reduction, we have seen growth in acquisitions and retention improvements, which is a good first step”, he explained.

Xbox plans other changes for Game Pass

Sharma also emphasized that new changes must come to Game Pass, whose problems were not fully resolved with a cut in prices charged. According to the executive, the biggest challenge facing the Xbox division at the moment is being able to find a path to growth again.

During the interview, she also explained the reasons why the official spelling of the brand became XBOX, using only capital letters. “This reflects a decision to be more intentional in how we present ourselves to the players who care most about this brand”.

Game Pass price cuts were a "good first step"says Xbox — Image: Disclosure/Xbox

Among the changes the company plans for Game Pass is the launch of new levels of subscriptions and the investment in strategic partnerships. A few weeks ago, the company revealed that it had entered into an agreement with Discord to provide access to a selection of just over 50 games to Nitro subscribers.

Sharma’s administration has also hinted that it may return to betting on exclusive games again, reversing a controversial decision by his predecessor, Phil Spencer. More details about the company’s future plans should be revealed on June 7th this year, the date on which it will hold a new edition of its traditional showcase.

Source: VGC, The Verge