Xbox Lost Millions of Game Pass Subscribers After 2025 Price Hike, CSO Confirms

Xbox Chief Strategy Officer Matthew Ball has confirmed that the price increase for Game Pass Ultimate in October 2025 led to the service losing millions of subscribers. He shared this information in an interview with The Game Business, showing a level of transparency that is rare for a major platform holder. In October 2025, the cost of Game Pass Ultimate doubled from $14.99 to $29.99 per month.