Xbox CEO claims Game Pass price cuts are working: ‘A good first step’

Xbox says recent price cuts for Game Pass Ultimate and PC Game Pass are improving signups, acquisition, and retention.

Asha Sharma said the changes helped reverse growth pressure from earlier pricing moves, but Game Pass still needs sustained work.

In the same memo, Xbox defended its XBOX rebrand and said it will revisit exclusivity and other fan concerns.

The update points to a broader Xbox strategy reset focused on growth, branding, and rebuilding player trust.