The technology giant made official this Tuesday a significant cut in monthly fees for its main gaming service. The Ultimate package, which guarantees play on consoles, computers and via the cloud, was reduced from US$29.99 to US$22.99. The exclusive modality for computers fell from US$ 16.49 to US$ 13.99. This tariff change is now effective for the entire customer base immediately.
New pricing seeks to win back players after unpopular adjustments
This financial maneuver comes a few months after the company made the service more expensive, approaching the thirty-dollar mark, which generated strong dissatisfaction. The corporation admitted that the amount charged had become a financial obstacle for a large part of the community, using consumer complaints as justification for the withdrawal. With the new table, the most complete version of the service was 23% cheaper, while the computer edition was 15% cheaper.
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Anyone who already has a current subscription will notice the difference in their pockets in the next billing cycle. All details of this restructuring were published on the Xbox Wire portal, the brand’s official communication channel. It is important to highlight that the figures vary according to the economy of each country, and the Brazilian division of the company has not yet confirmed what the exact transfer of this reduction will be to the national market in reais.
Call of Duty franchise loses simultaneous release in the catalog
In return for the discount, the distribution strategy for the next Call of Duty chapters underwent a drastic change, losing the debut in the simultaneous release format. From now on, the new titles in the shooting series will only arrive on the subscription platform around a year after they hit stores, aiming for the following year-end festivities. The old games in the saga that are already part of the library will not be removed, but anyone who wants to take advantage of the releases on the first day will need to pay the traditional US$69.99, a clear tactic to recoup the high investment made when purchasing the franchise.
- 23% discount on the Ultimate package monthly fee (dropping from US$29.99 to US$22.99)
- 15% cheaper on the version dedicated to computers (from US$16.49 to US$13.99)
- Changes come into force from April 21, 2026
- Next games in the Call of Duty series will take a year to reach the catalog
Asha Sharma’s management tries to reverse the decline in sales of the Xbox ecosystem
Since taking charge of the gaming division in February, replacing veteran Phil Spencer, Asha Sharma has been promoting structural changes. Sources linked to the industry point out that the new boss identified the high cost of subscription as a brake on the expansion of the user base. Currently, the digital entertainment arm accounts for approximately 7% of the corporation’s entire revenue, but has been suffering from a 32% drop in the sales of consoles, in addition to not having reached internal service profit targets.
The Redmond giant disbursed the historic sum of US$75.4 billion to acquire Activision Blizzard in 2023, seeking to strengthen its ecosystem. Today, the platform offers a robust collection with hundreds of works available both for download and for transmission via the internet. The Ultimate level stands out for unifying access to online multiplayer, the vast library of titles and strategic partnerships, such as the inclusion of EA Play.
Fierce competition with Sony forces business model review
This cheaper price comes at a time of intense competition for space against PlayStation Plus and other cloud gaming alternatives that are gaining strength in the market. Financial sector experts are now closely watching whether this tactic will be enough to stop cancellations and attract a new audience. The last official balance, released in 2024, pointed to 34 million paying customers, but the company chose not to reveal updated statistics during this Tuesday’s announcement.
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The board’s expectation is that the friendlier monthly fee will serve as a lure for newcomers and convince old customers, who escaped the last increase, to return to the ecosystem. The brand’s leadership emphasized that the decision was made after analyzing consumer behavior in different regions of the world. The main goal is to democratize access without destroying the project’s profitability, publicly recognizing that there is no magic formula that works perfectly for all player profiles.
Guidelines for subscribers to check updated values
To confirm the exact amount that will be charged, consumers must access the control panel in the console application or visit the brand’s official website. The company warns that currency conversion and the local tax burden directly influence the final price in each territory. Despite the cold water caused by the 12-month delay for Call of Duty, the corporation guaranteed that other major productions from its own studios and partners will continue to debut on the service on the same day they hit the shelves. The market’s behavior in the coming weeks will dictate the next steps in this new commercial phase.