Microsoft reportedly lost “millions” of Game Pass subscribers after raising prices last October, according to comments from Xbox chief strategy officer Matthew Ball.
Speaking during an interview with The Game Business Live at Summer Game Fest, Ball acknowledged that the cancellations happened over just a few months following the price increase.
He also said the value of Game Pass has changed, especially as Call of Duty games will no longer be available on the service from day one. That shift marks a major change for one of Microsoft’s biggest gaming subscription offerings, which has long promoted day-one access as one of its main selling points.
The price hike appears to have pushed many users to reconsider whether the service still offers enough value for its cost. For Microsoft, the subscriber drop highlights the challenge of balancing higher revenue goals with keeping Game Pass attractive to players.
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