- Xbox CEO Asha Sharma has reportedly admitted that Xbox Game Pass is “too expensive”
- A leaked memo reveals that Sharma wants to evolve the service
- Sharma says, “It’s also clear that the current model isn’t the final one”
Xbox CEO Asha Sharma has admitted that the company’s Game Pass subscription service has become “too expensive” for players.
That’s according to a leaked memo to employees obtained and reported on by The Verge, in which Sharma said Xbox Game Pass is now too pricey for members and shared a brief plan for how she aims to change things.
“Game Pass is central to gaming value on Xbox. It’s also clear that the current model isn’t the final one,” Sharma wrote.
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“Short term, Game Pass has become too expensive for players, so we need a better value equation. Long term, we will evolve Game Pass into a more flexible system, which will take time to test and learn around.”
Microsoft increased the price of Game Pass across all subscription tiers in October. Now, Ultimate costs $29.99 / £22.99 per month, up from $19.99 / £14.99 per month. There’s also no option for a 12-month subscription, which would otherwise offer the plan at a cheaper cost.
The Verge reported that one of the reasons for the price hike was the decision to feature Call of Duty on the service, which occurred ahead of the launch of Black Ops 7 in November 2025.
In February, it was reported that the cost may go up once more because Microsoft is considering combining Game Pass Premium and PC Game Pass subscription tiers, which could mean some users would pay more each month.
Sharma officially stepped into the Xbox Gaming CEO role following Phil Spencer’s retirement earlier this year. At the time, she shared a message to fans, promising “the return of Xbox”, and later clarified that she wants to take the brand back to its roots.
“The spirit of ‘Return to Xbox’ is about returning to the spirit that the team was founded on,” Sharma said. “It’s that spirit of surprise, it’s the spirit of building something nobody else was willing to try.”
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