Xbox has reported that recent price reductions for its subscription service have led to a renewed increase in user growth. According to an internal memo from new Xbox CEO Asha Sharma, which was published by The Verge, lowering the prices of Game Pass Ultimate and PC Game Pass last month resulted in a net gain of new subscribers.
Sharma noted that last year’s changes to pricing tiers and subscription structure had slowed service growth and accelerated user churn. However, following the latest price adjustments, both user acquisition and retention metrics have improved. She described this as a “good first step,” while also warning that the service still faces a challenging road ahead toward sustained and stable growth.
In the same memo, she also commented on the platform’s branding shift from “Xbox” to “XBOX,” stating that the all-caps styling reflects the company’s intent to make more deliberate investment decisions and better align with its most dedicated gaming audience.
As a reminder, VALORANT developer Riot Games recently temporarily removed Cypher due to a critical gameplay bug affecting his Spycam ability.
