Microsoft, a global tech giant, has faced significant challenges recently, including thousands of layoffs and a struggling Xbox division. The acquisition of Activision Blizzard hasn’t fully turned the tide, with Xbox console sales lagging, production halts, and changes in future console plans. The gaming sector has also seen studio closures, canceled projects, and unreleased titles. While Game Pass shows some resilience, its recent substantial price increases have led to controversy and subscriber churn. Now, the new Xbox CEO aims to attract new customers with a more affordable Game Pass subscription and a potential partnership with Netflix.
Launched in summer 2017, Xbox Game Pass was introduced as a “Netflix-like” service for video games. Subscribers paid a fee for access to hundreds of titles as long as their subscription was active. Given that the cost of a single new game often equaled about six months of a Game Pass subscription, millions of players chose this model over individual purchases. While the financial savings were evident, subscribers understood that they didn’t own the games, and Microsoft retained the right to add or remove titles from the library.
Asha Sharma Aims to Introduce a More Affordable Game Pass Subscription Tier
For years, Game Pass was remarkably affordable, with promotions like three months for €1 and even annual subscriptions available for €1 via keys. Even standard prices were much lower; for instance, in 2019, PC Game Pass was €9.99/month and Game Pass Ultimate was €12.99/month. However, prices began to climb: Game Pass Ultimate rose to €14.99/month in 2023, and by 2024, Ultimate reached €17.99 and the standard tier €11.99. The most significant increase hit in October 2025, with PC Game Pass reaching €14.99/month and Ultimate surging to €26.99/month. These substantial hikes caused many cancellations and a decline in Game Pass interest. Now, the new Xbox CEO, Asha Sharma, is focused on re-engaging these lost customers.
A new, more economical subscription plan is reportedly in the works, designed to boost Game Pass user numbers. While the exact pricing remains undisclosed, two main possibilities are being discussed: either it will sit between PC Game Pass and Ultimate, offering some Ultimate-like benefits, or it will be cheaper than both existing tiers, requiring some trade-offs. According to various sources, the latter seems more probable, indicating a plan cheaper than the standard offering, likely intended as a promotional tool for the upcoming Xbox console.
Microsoft Plans a Game Pass + Netflix Subscription Bundle with Advertisements
While details regarding the pricing and launch date of the new plan are scarce, a collaboration with Netflix for a Game Pass + Netflix subscription bundle is a strong possibility. Such a bundle would offer extensive entertainment content, combining series, movies, and video games. This strategy aligns well with the upcoming Project Helix console, which is expected to be a hybrid console/PC, reminiscent of Valve’s Steam Machine concept.
It’s also speculated that the most affordable Game Pass plan might adopt an advertising-supported model, akin to Netflix’s ad-tier. While unconfirmed officially, such a move would not be surprising given current trends in subscription services.
