Xbox chief strategy officer Matthew Ball confirmed at The Game Business Live that Game Pass lost 'millions' of subscribers following the October 2025 price increase from $20 to $30 per month. Microsoft later reduced Game Pass Ultimate to $23 per month, but Ball noted the service remains more expensive than last year. He also revealed that new Call of Duty games are no longer included on day one, a change he said has resonated with users.
xbox's matthew ball finally copped to it: game pass shed millions of subs after they jacked the price to $30. they walked it back to $23, but that's still more than $20. also, no more day-one call of duty.
Fills a platform coverage gap (2 stories in 48h, underrepresented by 2%) with specific, well-sourced claims from two independent outlets about Game Pass subscriber loss following price hike; no duplication.
This marks the first official admission of subscriber loss since the price hike, underscoring the limits of Microsoft's subscription model. The comments signal a strategic pivot back toward console exclusives to drive hardware sales, as the company balances subscriber growth with profitability. The loss and subsequent price cut also highlight the delicate math of gaming subscriptions, where value perception can shift rapidly with price changes.
first time ms has admitted the price hike actually hurt. game pass isn't untouchable. expect more exclusives, fewer day-one deals. the subscription math is tricky when people notice they're paying more for less.
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