New Xbox CEO studies price reduction on Game Pass and possible partnership with Netflix

The new CEO of Microsoft Gaming, Asha Sharma, evaluates changes to the pricing structure of Xbox Game Pass to expand access to the service. Fontes indicate that the executive is considering the creation of more affordable tiers after the adjustment applied in October 2025, when the Ultimate plan started to cost R$119.90 per month in Brasil.

These discussions take place in a context of seeking greater attractiveness of the Xbox ecosystem among different consumer profiles. The idea includes options that reduce the initial cost barrier without compromising the quality of the titles available.

Pricing strategy under analysis

Asha Sharma assumed command of the division in February 2026, succeeding Phil Spencer. Desde therefore, leadership has prioritized initiatives that make consoles and services more inviting to a broader audience.

Reports point to the possibility of introducing layers with lower values ​​than the current ones. An alternative being evaluated would be an ad-supported model, in which users watch advertising in exchange for access to part of the catalog or streaming sessions.

This approach follows the example of consolidated streaming services, where free or cheaper plans coexist with premium options. The goal is to balance subscriber volume with revenue per user after recent increases.

• Entry tiers with limited catalog or resolution restrictions.
• Option with ads for cloud games, allowing free sessions in exchange for views.
• Maintenance of existing plans for those looking for a complete experience without interruptions.

Discussions about integration with Netflix

The executive has already exchanged ideas with Greg Peters, co-CEO of Netflix, about possible collaborations between the services. The conversations explore combined packages that bring together games and video content in a single subscription.

No decision has been finalized, but companies are evaluating formats that add value to the consumer and reduce cancellation rates in a market saturated with subscriptions. Peters mentioned that companies look for solutions that work for both sides, with a focus on convenience.

This approach could include game streaming integrated into the Netflix platform or cross-discounts for subscribers. The exact format still depends on internal adjustments at Microsoft to align the Game Pass offering with revenue expectations.

Internal changes and renewed focus

Shortly after taking office, Asha Sharma ordered the end of the “This Is An Xbox” campaign, which generated debates in the community. Todo related material was removed from the brand’s official channels in the weeks following the inauguration.

The decision reflects a drive to focus efforts on the core product and direct accessibility rather than marketing efforts that have divided opinion. The current leadership reinforces the commitment to Xbox hardware as a reference in the segment.

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The consolidation of Game Pass as a mass service requires adjustments that maintain subscriber growth without excessively increasing costs for the end user. Analistas follow the brand’s next event, where details about updated plans may emerge.

Expectations for the future of the service

The reformulation of subscription models seeks to recover the momentum lost after last year’s adjustments. The introduction of more economical options can attract new audiences, including those who are hesitant about current prices.

Discussions about external partnerships, such as possible integration with Netflix, expand the possibilities of bundles that combine interactive and passive entertainment. The balance between accessibility and financial sustainability remains central to internal assessments.

Asha Sharma has signaled that the focus is on making the Xbox ecosystem more inclusive, with special attention to cloud gaming and different ways of consuming games. Mudanças concrete information must be communicated as studies progress.

Details about current plans

The Ultimate plan continues to offer the most complete package, with day one games, multiplayer and additional benefits. Após the adjustment of October 2025, it is positioned as the service’s premium option.

Intermediate and basic plans maintain different catalogs, with variations in streaming quality and quantity of titles. The possible addition of ad-supported tiers would represent a new entry into the portfolio, aimed at casual users or initial experimentation.

These movements occur as the gaming industry follows the evolution of hybrid monetization models. The subscription market requires constant innovation to sustain long-term engagement.

The leadership of Microsoft Gaming reinforces the commitment to the development of Game Pass as a central platform. Qualquer official update on pricing or partnerships must respect the company’s calendar of events, with an emphasis on clear communication to existing subscribers.