Microsoft reduces Game Pass Ultimate by 23% and changes Call of Duty launch strategy

Microsoft announced a significant price reduction for Game Pass starting April 21, 2026. Game Pass Ultimate drops from US$29.99 to US$22.99 monthly, representing a 23% drop. The Game Pass PC goes from $16.49 to $13.99 per month, a 15% reduction. The new values ​​take effect immediately for all users on the next billing.

Resposta criticized the high cost of the service

The adjustment comes just months after a previous increase that took Ultimate close to $30. Microsoft internally recognized that the price was above what many players could afford. Feedback from users about accessibility motivated the change in strategy. The company cited the need to listen to the community as a decisive factor in the decision.

Usuários with an active subscription will receive the new amount in the next automatic billing. The update was detailed in an official statement on Xbox Wire. Preços may vary by region and local currency. Microsoft has not yet released exact values ​​for Brasil in this initial communication, but regional conversions and taxes will apply depending on location.

Mudança on release schedule Call of Duty

Futuros titles from the Call of Duty franchise no longer reach Game Pass on launch day. The new games will only enter the catalog during the following year’s holiday season, approximately 12 months after their official launch. Jogos series already present in the library continue to be available normally. The latest title remains on sale for US$69.99 for those who want to play at its debut.

• Game Pass Ultimate reduced from $29.99 to $22.99 monthly (down 23%)
• PC Game Pass reduced from $16.49 to $13.99 monthly (down 15%)
• Novos Call of Duty arrives on service 12 months after launch
• Outros first-party and third-party releases continue with normal inclusion

Nova leadership evaluates pricing and revenue strategy

Asha Sharma took over Microsoft’s gaming division in February, replacing Phil Spencer. The executive internally assessed the price of the Game Pass as a significant barrier for many consumers. The gaming segment represented around 7% of Microsoft’s total revenue in the most recent quarter. Vendas hardware sales fell 32% in the period, while content and services revenue fell below internal projections.

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The company completed the acquisition of Activision Blizzard in 2023 for US$75.4 billion, significantly expanding the available catalog. Game Pass has hundreds of titles for download and streaming. The Ultimate service offers game library, online multiplayer and additional benefits like EA Play in certain situations. Microsoft reported 34 million Game Pass subscribers in 2024 data.

Competição fierce in the game subscription market

The price cut comes amid intense competition with PlayStation Plus and other cloud platforms. Analistas monitors whether the measure influences subscriber retention and growth in the coming quarters. The reduction can attract new subscribers or encourage users who canceled after the last adjustment. Microsoft stated that they heard feedback from players from different profiles and regions before making the decision.

The company’s goal is to make subscription more accessible while maintaining the core value proposition of the service. The company recognized that there is no single ideal model for all audiences and markets. Usuários can check the updated price directly on the Xbox app or on the Microsoft official website. The update does not affect games already included in the catalogue, only new releases of Call of Duty follow the 12-month postponed schedule.