Xbox players frustrated by recent subscription costs may soon see relief, as new Xbox CEO Asha Sharma has reportedly admitted that the current Xbox Game Pass price has become too expensive for the average consumer. In a leaked internal memo obtained by The Verge, Sharma acknowledged that the service requires a "better value equation" following a controversial series of tier shakeups late last year.
The internal communication reveals that Microsoft is actively rethinking its flagship gaming service. Sharma, who succeeded Phil Spencer in February 2026 after his 40-year tenure, stated that the current Game Pass model "isn't the final one." While emphasizing that the subscription remains central to the Xbox ecosystem, she noted that the company will evolve the platform into a more flexible system over the long term, requiring extensive testing and learning.
The memo arrives just months after a massive price hike pushed Xbox Game Pass Ultimate to a staggering $29.99 (£22.99) per month. According to the report, this steep increase was directly tied to Microsoft's decision to include Call of Duty: Black Ops 7 as a day-one release in November. While the blockbuster addition drove engagement, it appears the financial burden on the broader player base has forced leadership to reevaluate their strategy.
Project Helix and the Next Generation
Beyond subscription woes, Sharma has already made sweeping changes to Microsoft's gaming division. She recently scrapped the divisive "This is an Xbox" marketing campaign and shifted focus entirely toward the next-generation console, currently codenamed Project Helix. Microsoft recently shared early features of Project Helix at GDC, confirming the upcoming hardware will natively play both Xbox console titles and PC games while aiming to "lead in performance."
The Road Ahead for Xbox Subscriptions
Sharma’s leaked admission is a refreshing dose of reality for a brand that has struggled to balance profitability with player goodwill. Pushing Game Pass Ultimate to nearly $30 a month to subsidize Call of Duty: Black Ops 7 was a massive gamble. While it may have boosted short-term revenue, it clearly alienated budget-conscious gamers who have no interest in the annual shooter franchise.
The promise of a "more flexible system" suggests Microsoft may finally unbundle its heaviest hitters. We could see the introduction of modular subscription tiers, where players pay a lower base fee for older catalog titles and opt into premium add-ons for day-one releases like Call of Duty. If Project Helix successfully bridges the gap between PC and console gaming, a restructured, fairly priced Game Pass will be critical to winning back the community's trust.
