Microsoft announced this Tuesday a reduction in the price of Xbox Game Pass Ultimate. The plan went from $29.99 to $22.99 per month. The Game Pass PC was also adjusted, from $16.49 to $13.99 per month. The change is immediately effective in several regions, with local values adapted.
The decision comes after the company raised prices in October 2025 to include day one experiences for major releases, such as games from the Call of Duty series. Analistas and the leadership of the Xbox division recognized that the previous value was high for many subscribers.
Redução responds to internal service value assessment
Especialistas have monitored the service performance since the last adjustment. The experiment of including Call of Duty in the catalog did not generate the expected growth in subscribers or console sales on a sustained basis.
Mat Piscatella, from Circana, assessed that the adjustment movement had already appeared in the data collected since October. Ele considered the move predictable, although a bit late. Piers Harding-Rolls, from Ampere Analysis, reinforced that the significant increase did not sustain long-term gains.
Analysts also highlighted that the inclusion of Call of Duty at launch did not drive significant sales of the title on other platforms, such as PlayStation.
- The more affordable price should attract new subscribers in the short term
- Content remains a key driver for retention and growth
- Novos day one releases are now limited to specific premium plans
- Jogos of Call of Duty already available in the service remain unchanged
- Futuros series titles arrive in the catalog about a year after the initial release
Asha Sharma, CEO of the Xbox division, had already signaled internally that the price charged was too high. The executive took office in February 2026 and has been making adjustments to the brand’s strategy.
Mudança affects availability of new Call of Duty
From now on, new games from Call of Duty do not enter Game Pass Ultimate on launch day. Eles should be added during the following holiday season, about a year later. Títulos already present in the catalog are not impacted.
Essa change accompanies the price reduction. The company seeks to balance the cost of the service with the volume of premium content offered from day one.
Analistas noted that the latest title, Call of Duty: Black Ops 7, received mixed reviews from the community and trade press. Multiplayer was praised for maps and movement, but other modes faced more divided reviews.
Expectativa around Xbox’s next performance
Microsoft prepares Xbox Games Showcase 2026 for June 7th. The event should bring announcements of new games and updates to the brand’s strategy.
Especialistas believe that the combination of lower prices with redesigns led by Asha Sharma can help improve the public’s perception of the Xbox ecosystem. The focus continues on content as the main driver of subscriptions.
Mat Piscatella pointed out that the discount could increase the number of subscribers, but the impact on revenue will depend on the ability to retain these users with attractive games. Ele mentioned the possibility of other developments in the coming months to stimulate growth.
Detalhes of new values per region
The adjustments follow Microsoft’s regional variation policy. No Brasil and other markets, local prices will be converted according to currency and applicable taxes.
Game Pass Ultimate includes access to hundreds of games across console, PC and cloud, plus benefits like online multiplayer and EA Play. PC Game Pass offers the catalog for computers.
More basic Planos, such as Essential and Premium for console, retain the previous values. The company did not detail additional changes to tiers in Tuesday’s announcement.
The reduction comes at a time of greater attention to the cost-benefit of game subscriptions. The market is observing how players respond to the new price level and the change in the inclusion window for major releases.
The June presentation should offer more clues about the Xbox division’s future plans under current leadership.