Millions gone. That's a lot of angry gamers. Xbox Game Pass's 50% price hike in October 2025 was always going to be a gamble, and it's clear now that it backfired in a big way, with the service losing a substantial chunk of its subscriber base over just a few months, a revelation that was casually dropped by Xbox chief strategy officer Matthew Ball during a live taping of The Game Business. Not ideal.

It's a big hit. We've lost millions. You'll see the impact: Xbox Game Pass had 34 million subscribers in February 2024. The service made nearly $5 billion by July 2025, showing it was on a roll. They've raised the price, now it's $29.99 a month, or $120 a year, which is a lot. Many subscribers were unhappy, you'll find them on social media saying they're done with the service.

Microsoft's 50% Bet Backfires Devastatingly

You'll see a price hike. It's 50% more. The real feel of Xbox Game Pass is lost. They've added Hogwarts Legacy, which is worth mentioning. But it's not enough, we've seen that. For many subscribers, the increase is a key issue, it's the reason they've left, with over a million already gone in a short time.

You'll notice the price drop. It's now $22.99. The real feel of Xbox Game Pass Ultimate has changed, says Matthew Ball. We've seen a key adjustment - Call of Duty games won't be on the service from day one anymore. This move is worth mentioning, as users seem to appreciate it, with Ball saying they've responded positively to the change, which is a big deal for a service that's lost millions of subscribers after a 50% price hike.

The Hidden Cost of Xbox's Bold Move

You'll see Microsoft trying. It's got a plan. Look — the company's focusing on reconnecting with players, which is key. In a chat with Bloomberg, a Microsoft spokesperson said Xbox Game Pass is "expanding retention" and back to growing after eight months of decline, which is worth mentioning. They've got a renewed focus, it's a good start, we've seen this before, but you'll have to wait and see if it works for them.

You'll see this news follows Xbox Games Showcase 2026. It's a key time. They've just shown Gears of War: E-Day Direct too. We've got new projects coming, like Spyro: A World Beyond and Persona 6, which is worth mentioning. The real feel of the service is what matters, with honesty being key for users. For Xbox Game Pass, it's about finding the right mix of games and price, or they'll struggle to get those millions of subscribers back after that 50% price hike.

Microsoft's Price Hike Backfires Hard

  • Xbox Game Pass lost "millions of subscribers" after a 50% price hike in October 2025.
  • The price increase raised the Ultimate tier from $19.99 to $29.99 monthly.
  • A subsequent price reduction to $22.99 was made in response to the backlash.
  • Call of Duty games were pulled from day-one releases on the service as part of the adjustment.
  • Xbox Game Pass has reportedly returned to growth after an eight-month decline.

The Bad Gamer Take

Microsoft will reevaluate its pricing strategy because of the significant loss of Xbox Game Pass subscribers after the 50% price hike. The company's attempt to reconnect with players and expand retention is a step in the right direction, but it remains to be seen if it will be enough to win back the millions of lost subscribers. WATCH the upcoming Xbox Game Pass subscriber numbers to see if Microsoft's efforts to revamp the service will pay off.

It's a fact. You'll see the effects. The price hike hit hard. Xbox Game Pass lost millions of subscribers after that 50% increase, which is key to understanding what gamers want. With the gaming community keeping a close eye on Microsoft, they've got to get it right, or we've got a problem.