Game Pass is too expensive, Xbox president Asha Sharma admits

Game Pass is too expensive, by the admission of Asha Sharma herself, president of Xbox. Could this realisation result in lower prices?

The price of Game Pass has climbed so high that it has become absurd. In 2026, the Ultimate subscription, which includes day-one games, costs €26.99. The service was long regarded as a bargain way to play for less, but that is no longer true. The positive news is that Microsoft recognises the issue.

We now know this thanks to The Verge, which obtained an internal memo from the Redmond company. It was written by Asha Sharma, who took charge of Xbox in February. The memo makes her view of the current pricing particularly clear:

“Game Pass is essential to the Xbox experience, but it is also clear that the current model is not final. Game Pass has become too expensive for players, and we need to rethink our offering. Over the long term, we will consider a more flexible system; it will take time for us to test and learn.”

Game Pass needs saving

Microsoft is therefore aware of the problem, which is a first step towards addressing it. A pricing revision in the future is now possible, perhaps even a substantial reduction. The company drew players’ anger on 1 October 2025. Although Game Pass had been the market’s most attractive offering, Microsoft chose to raise prices sharply and restrict features in its cheaper plans. The Ultimate subscription, which gives access to every day-one exclusive, saw its price rise by 50%! The increase was attributed to the growing cost of cloud gaming, as well as the addition of Call of Duty.

Microsoft now finds itself at a crossroads. Its strategy for the Series X generation, which does not place the console at the centre of the ecosystem, has failed to win people over. Microsoft needs to make Game Pass appealing again, especially as Sony refocuses on PS5 and new manufacturers such as Valve prepare to enter the market.

Xbox is far from finished. Its next console has already been announced and is set to focus on power and closer integration with PC. A corresponding Game Pass price adjustment can be hoped for. In any case, that would be its main selling point for persuading players to choose it over PS6 or the Steam Machine.