Xbox Game Pass has had a rough reminder that even loyal subscribers have limits. According to comments attributed to Xbox chief strategy officer Matthew Ball, the service lost millions of subscribers after its 2025 price hike.
That is a major business signal, especially after Microsoft spent years positioning Game Pass as the center of the Xbox ecosystem. The good news for Xbox is that momentum appears to be stabilizing after the recent showcase, which brought a stronger games-first message, big exclusives, anniversary hardware and major releases like Gears of War: E-Day, Halo: Campaign Evolved and Persona 5 Royal returning to Game Pass today.
Still, the lesson is obvious. Subscription value is not just about quantity. Players need to feel the price makes sense, especially when the market is already expensive.
Source: GamingBolt - https://gamingbolt.com/xbox-game-pass-lost-millions-of-subscribers-after-2025-price-hike-per-chief-strategy-officer/amp