--- title: Xbox Game Pass Lost "Millions" of Subscribers After... description: Xbox lost millions of subscribers in the months following a 50% price increase for Game Pass Ultimate, which jumped to $30. Chief strategy officer Matthew Ball... canonical: https://daily.dev/posts/xbox-game-pass-lost-millions-of-subscribers-after-price-jump-9kq1lhcl7 twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Xbox Game Pass Lost "Millions" of Subscribers After Price Jump | daily.dev og:description: Xbox lost millions of subscribers in the months following a 50% price increase for Game Pass Ultimate, which jumped to $30. Chief strategy officer Matthew Ball... og:url: https://daily.dev/posts/xbox-game-pass-lost-millions-of-subscribers-after-price-jump-9kq1lhcl7 og:image: https://api.daily.dev/og/posts/9Kq1LHcL7.png og:image:alt: Xbox Game Pass Lost "Millions" of Subscribers After Price Jump og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Xbox Game Pass Lost "Millions" of Subscribers After Price Jump **[80 LEVEL](https://daily.dev/sources/80lv)** · 2 min read · 23 upvotes · 10 comments ## Summary Xbox lost millions of subscribers in the months following a 50% price increase for Game Pass Ultimate, which jumped to $30. Chief strategy officer Matthew Ball confirmed the losses at Summer Game Fest, with new CEO Asha Sharma also weighing in. The price has since been revised down to $23, though Call of Duty is no longer available day one. Ball says the revised offering is resonating with users. Xbox also denied rumors it plans to exit the console hardware business, though it will release fewer exclusives going forward. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Community discussion Top comments from developers on daily.dev. **@pwitham** · 6 upvotes > 50% price increase was a mistake, that's a big number to see all of a sudden. They should have done what others do and slowly creep it up over time so nobody really pays attention. And yeah, I don't think that's cool either. It's getting too expensive for these things and too many tiers. **@akkitto** · 2 upvotes > Capitalism works both ways, although consumers are usually too lazy and stupid to exploit their power by stopping to buy shitty products at insane prices. **@warengonzaga** · 2 upvotes > The goal is to play games and people want to play great games and it's not included in their subscription, then they have to purchase it separately. **@jeanclaudegeagea** · 0 upvotes > Game Pass lost millions after the big price hike, so dropping the price back to $23 makes sense. It’s just a shame _Call of Duty_ isn’t included day-one anymore. A necessary reset, though **@scottishyorkshireman** · 0 upvotes > I dropped mine from Ultimate to the absolute base. I also dumped Microsoft Office Family subscription at the same time when that was hiked by a similar amount. This was probably quite short-sighted of them to do this, but the actions of the US government have turned a lot of people away from US Tech. Given that PlayStation is effectively Japanese, I can see that their fortunes may benefit from this scenario. Perhaps this might open opportunities for other consoles even. --- Tags: [#microsoft](https://daily.dev/tags/microsoft), [#gaming](https://daily.dev/tags/gaming) [View this post on daily.dev](https://daily.dev/posts/xbox-game-pass-lost-millions-of-subscribers-after-price-jump-9kq1lhcl7) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"Xbox Game Pass Lost \"Millions\" of Subscribers After Price Jump","url":"https://daily.dev/posts/xbox-game-pass-lost-millions-of-subscribers-after-price-jump-9kq1lhcl7","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/xbox-game-pass-lost-millions-of-subscribers-after-price-jump-9kq1lhcl7"},"datePublished":"2026-06-09T11:59:32.605Z","dateModified":"2026-06-09T11:59:52.521Z","description":"Xbox lost millions of subscribers in the months following a 50% price increase for Game Pass Ultimate, which jumped to $30. 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They should have done what others do and slowly creep it up over time so nobody really pays attention. And yeah, I don’t think that’s cool either. It’s getting too expensive for these things and too many tiers.","datePublished":"2026-06-09T19:28:11.361Z","url":"https://daily.dev/posts/9Kq1LHcL7#c-vWqOLm0ww","author":{"@type":"Person","name":"Peter Witham","url":"https://daily.dev/pwitham","image":"https://media.daily.dev/image/upload/s--PV27VbEH--/f_auto/v1767215591/avatars/avatar_zSPHgbmgf?_a=BAMAK+ZW0"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":6}},{"@type":"Comment","text":"Capitalism works both ways, although consumers are usually too lazy and stupid to exploit their power by stopping to buy shitty products at insane prices.","datePublished":"2026-06-10T02:27:42.186Z","url":"https://daily.dev/posts/9Kq1LHcL7#c-Tx8opRyk7","author":{"@type":"Person","name":"Daniel","url":"https://daily.dev/akkitto","image":"https://media.daily.dev/image/upload/s--FtwJqX4c--/f_auto/v1754900041/avatars/avatar_29TCpY2hJR72V3BlxPXzX?_a=BAMClqZW0"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":2}},{"@type":"Comment","text":"The goal is to play games and people want to play great games and it’s not included in their subscription, then they have to purchase it separately.","datePublished":"2026-06-10T01:32:45.061Z","url":"https://daily.dev/posts/9Kq1LHcL7#c-Bju7B8vgf","author":{"@type":"Person","name":"Waren Gonzaga","url":"https://daily.dev/warengonzaga","image":"https://media.daily.dev/image/upload/s--1Tpga1P7--/f_auto/v1745149570/avatars/avatar_5dwfVl5B1"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":2}},{"@type":"Comment","text":"Game Pass lost millions after the big price hike, so dropping the price back to $23 makes sense. It’s just a shame Call of Duty isn’t included day-one anymore. A necessary reset, though","datePublished":"2026-06-11T21:37:59.402Z","url":"https://daily.dev/posts/9Kq1LHcL7#c-5Fc2oHn9w","author":{"@type":"Person","name":"Jean Claude Geagea","url":"https://daily.dev/jeanclaudegeagea","image":"https://media.daily.dev/image/upload/s--vZMcZq8g--/f_auto/v1755770441/avatars/avatar_dIw3L0c5TxJlwuB4CmcR0?_a=BAMClqZW0"}},{"@type":"Comment","text":"I dropped mine from Ultimate to the absolute base. I also dumped Microsoft Office Family subscription at the same time when that was hiked by a similar amount. This was probably quite short-sighted of them to do this, but the actions of the US government have turned a lot of people away from US Tech. Given that PlayStation is effectively Japanese, I can see that their fortunes may benefit from this scenario. Perhaps this might open opportunities for other consoles even.","datePublished":"2026-06-16T11:30:26.126Z","url":"https://daily.dev/posts/9Kq1LHcL7#c-l1TYk2Def","author":{"@type":"Person","name":"Geoff","url":"https://daily.dev/scottishyorkshireman","image":"https://media.daily.dev/image/upload/s--O0TOmw4y--/f_auto/v1715772965/public/noProfile"}}]} ```