Xbox announced a price cut for its subscription services today. Game Pass Ultimate drops to $23 per month, down from $30, while PC Game Pass falls to $14, a modest reduction from $16.50. The company noted regional variations may apply. The move follows internal pressure from new gaming chief Asha Sharma, who warned the service had become too pricey for many players.

Sharma’s concerns surfaced in a leaked memo and a public X post, where she promised a “better value equation” and a longer‑term evolution toward a more flexible Game Pass model. After two price hikes in 15 months—the most recent in October that pushed Ultimate to $30—Microsoft is attempting to restore subscriber goodwill while still extracting revenue from its flagship titles.

The trade‑off comes as Microsoft removes day‑one access for new Call of Duty releases from Game Pass Ultimate and PC Game Pass. Titles will appear on the service roughly a year later, timed with the holiday season. By delaying the franchise—still a key justification for the $68.7 billion Activision Blizzard acquisition—the company hopes to boost direct sales without alienating existing subscribers.