Changes to Xbox Game Pass under new CEO Asha Sharma

Microsoft Gaming’s new CEO, Asha Sharma, has recently criticized the higher price of Xbox Game Pass, saying it has become "too expensive for players." This comes after a significant price increase in October 2025, when the cost of Xbox Game Pass Ultimate was raised by 50% to $30. The reason behind the hike was the addition of new Call of Duty releases to Game Pass at launch.

The current state of Xbox Game Pass

Xbox Game Pass is a subscription service that gives players access to a large library of games for a monthly fee. Despite the service’s popularity, customers have raised concerns about the cost. In an internal memo, Sharma confirmed that the current pricing structure is not working in customers’ favor. "Game Pass is essential to the value of gaming on Xbox. It’s also clear that the current model is not the final one," she said.

Future changes

Sharma has promised that changes are coming to create better value for Game Pass subscribers. She suggested the service could evolve toward a more flexible system, though that will take time to test and refine. Xbox fans are watching closely. Sharma also mentioned possible partnerships with other companies, such as Netflix, for bundle offers, but no concrete plans have been confirmed.

Timeline

2026-04-13: Asha Sharma says in an internal memo that Xbox Game Pass has become "too expensive for players."
2026-04-13: Sharma promises changes are coming to create better value for Game Pass.
2025-10: Microsoft raises the price of Xbox Game Pass Ultimate to $30, a 50% increase.

Possible impact of the changes

The changes being considered by Asha Sharma could have a significant impact on the Xbox Game Pass user base. Community pushback over the higher price may push Microsoft to come up with innovative solutions to retain customers and attract new subscribers. By exploring additional options and bundle offers, the company could improve the service’s overall perceived value.

Conclusion

Asha Sharma’s recent comments about Xbox Game Pass are an important sign of the direction Microsoft Gaming wants to take. With a focus on value and flexibility, it appears Xbox Game Pass is set to evolve in ways that could benefit both existing and new users. It remains to be seen how and when these changes will take effect, and what they will mean for the future of gaming on Xbox.