Xbox's chief strategy officer Matthew Ball has confirmed that Xbox Game Pass lost "millions" of subscribers after the massive price hike for the service in 2025.

Speaking at The Game Business Live today, Ball said, "We shed millions of subscribers over the span of a few months" following the hike from $20 to $30 that was announced in October 2025.

Ball went on to say that Microsoft "corrected that offering" by lowering the price down to $23/month for Game Pass Ultimate as one of Xbox CEO Asha Sharma's first big moves. He also called out Microsoft's decision to stop releasing new Call of Duty games into the Game Pass library as an effort that resonated with users.

At $23/month, Game Pass Ultimate is still more expensive than it was this time last year, Ball pointed out, but "the value has changed."

Microsoft does not disclose Game Pass subscriber numbers, so we don't know how many people it had, then lost, then potentially regained since the price cut was announced in April

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