Xbox Adjusts Game Pass Strategy: Price Cuts and Changes to Call of Duty Launches
In a significant strategic pivot, Microsoft has announced major adjustments to its Game Pass service, lowering subscription prices while ending the "day-one" release model for Call of Duty titles.
New Pricing Structure
Effective immediately, the following price reductions have been implemented for Xbox’s primary tiers:
| Tier | Previous Price | New Price |
| Game Pass Ultimate | $29.99 / £22.99 | $22.99 / £16.99 |
| PC Game Pass | $16.49 / £13.49 | $13.99 / £10.99 |
Note: The Essential tier remains at $9.99/£6.99, and the Premium tier remains at $14.99/£10.99.
Call of Duty Strategy Shift
Microsoft has confirmed that new Call of Duty games will no longer be included in Game Pass Ultimate or PC Game Pass on their launch day. Instead, they will arrive on the service approximately one year after their initial retail release, during the holiday season. Existing Call of Duty games already on the service will remain available.
This decision follows reports that Microsoft sacrificed over $300 million in sales last year because players accessed Call of Duty through Game Pass rather than buying the games individually. The impact on premium sales has been significant; Black Ops 7 saw launch sales decline by more than 60% in some markets, ultimately ranking as the fifth best-selling premium game in the US—the lowest placement for the franchise in nearly 20 years.
Context for the Changes
The adjustments come as Microsoft seeks to reinvigorate growth for the service. As of 2024, Xbox reported 34 million Game Pass subscribers, though growth has reportedly stalled.
Asha Sharma, the newly appointed head of gaming at Microsoft, acknowledged the need for evolution, stating, "Game Pass Ultimate has become too expensive for too many players." The pricing adjustments are viewed as a move to stabilize the subscriber base as the company prepares for upcoming key releases, most notably the racing title Forza Horizon 6. Developed by Playground Games, the title currently holds significant anticipation with nearly 2.7 million wishlists on Steam.
