Xbox Game Pass has undergone significant changes in recent years, and Microsoft recognizes that not all of them have been beneficial. Recently, Xbox has been focusing on rebranding, which includes everything from a new, less minimalist logo to a renewed emphasis on console exclusivity.

One of the most welcomed changes is the reversal regarding Xbox Game Pass, which saw a price drop after a substantial increase in 2025. Although the new price is still somewhat higher than before, Xbox has clarified the extent of the original fallout from the price hike.

On X, Summer Game Fest host Geoff Keighley paraphrased a statement from Xbox Chief Strategy Officer Matthew Ball regarding this issue. According to Ball, Xbox lost “millions of subscribers” following the price increase, although he did not provide a specific figure.

This revelation is not particularly surprising, yet it is uncommon for a major corporation to publicly acknowledge such setbacks. However, it aligns with Xbox’s recent strategic shifts as new CEO Asha Sharma aims to rebrand Xbox as a company that acknowledges its recent errors and is focused on listening to fan feedback.

The loss of millions of subscribers does not necessarily indicate that the price increase was unprofitable for Xbox. The service previously reported subscriber numbers exceeding 30 million, and the price of Xbox Game Pass Ultimate rose from $19.99 to $29.99 last October. Unless half of its Ultimate subscribers departed, it could still have led to increased revenue.

Simultaneously, reversing course and acknowledging subscriber losses effectively confirms that Xbox views the price hike as a mistake. A smaller subscriber base would limit the foundation on which Xbox aims to build its future. As PlayStation continues to dominate a larger market share, this is a move that Xbox may not be able to afford, especially considering its impact on community relations.

However, according to Sharma, things are back on track. Speaking at a Bloomberg tech event last week, she stated that Xbox Game Pass has “returned to growth” and emphasized a renewed connection with the Xbox community (as reported by X user Klobrille). The new $22.99 price for Xbox Game Pass Ultimate may still not be cheap, but its relative affordability could mark an important turning point for Xbox.

Here you can find the original article; the photos and images used in our article also come from this source. We are not their authors; they have been used solely for informational purposes with proper attribution to their original source.[/nospin]

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