Asha Sharma on Game Pass: too much cost and a new direction
Intelligence Summary
- Asha Sharma, Xbox’s new CEO, says Game Pass has become too expensive and calls for a better value structure.
Asha Sharma on Game Pass: too much cost and a new direction
In a recent internal memo, Asha Sharma, the new CEO of Xbox, explicitly stated that the Game Pass subscription model comes with "too much cost for players." The comment is being widely interpreted as a call to rethink the value the platform offers subscribers. Sharma, who took over from Phil Spencer in February after his long career at Microsoft, stressed the need to create a "better value equation" for Game Pass.
The rise of Asha Sharma
Beyond addressing Game Pass pricing concerns, Asha Sharma has laid out a broader vision for the future of Xbox. Under her leadership, Xbox will focus on more flexibility in subscription options and improving access to games. The current structure of Game Pass is not seen as the final version. Sharma says there is room for improvement and innovation.
Price increases and the impact on subscribers
The concerns about rising prices do not seem unfounded. At the end of last year, Xbox Game Pass received a significant price increase, with the Ultimate tier rising to $29.99 per month and £22.99 in the United Kingdom. This coincided with the arrival of popular titles such as Call of Duty: Black Ops 7 on the platform, which some analysts believe was one of the factors behind the price hike.
The current Game Pass structure
Xbox Game Pass currently has four different subscription plans: Essential, Premium, PC Game Pass, and Ultimate. Each plan offers access to a continually growing library of games, but the recent price increases could reduce the appeal of these options. Sharma emphasizes that a long-term strategy is needed, and that it will take time to test and learn.
Timeline
2026-04-13: New Xbox CEO Asha Sharma speaks out about the cost of Game Pass.
2026-04-14: A leaked memo acknowledges that Game Pass comes with "too much cost for players."
2025-12: Game Pass Ultimate prices rise to $29.99 per month.
Sharma's comments and the adjustment to the pricing structure come at a crucial moment for Microsoft. As gamers look for value in subscription services, there is growing concern that the recent price increases could raise the barrier to entry for newcomers. No further details have been shared about what the future of Game Pass will look like, but the pressure to rethink the current models appears undeniable.
