There was some concern when Asha Sharma became the new CEO of Microsoft Gaming, but reports suggest she wants to make gaming more accessible. According to The Information, Sharma is aiming to attract more players by making consoles and services like Game Pass more affordable, potentially through lower-priced subscription options.
Neither Microsoft nor Sharma have publicly commented on any possible changes to Game Pass pricing. Currently, Game Pass offers different subscription levels. The most comprehensive, Game Pass Ultimate, costs $30 a month and includes over 400 games. A slightly more affordable option, Premium, provides access to over 200 games for $15 a month. The basic Game Pass Essential plan, with over 50 games, is available for $10 per month. These tiered subscriptions were first introduced in October 2025.
The report also revealed that Sharma had been discussing a possible deal with Netflix’s Greg Peters. The idea was to create combined subscription packages for both Xbox and Netflix.
According to Peters, any successful partnership needs to benefit both the customer and the companies involved. He believes Microsoft is still exploring how to best integrate Game Pass to its advantage. However, he’s impressed with Asha’s focus on growth and has been enjoying watching her approach unfold.
The decision sparked criticism from many people, including Laura Fryer, a co-founder of Microsoft Game Studios, who described the price increases as prioritizing profit over the enjoyment of gaming.
She expressed concern that Xbox leadership doesn’t fully grasp what makes the platform successful and isn’t paying attention to what players want. She believes they are continuing to make choices that demonstrate they’re out of touch, and aren’t responding to the criticism they’re receiving.
In her video, she explained that Xbox didn’t improve by upgrading its existing system. Instead, they stopped supporting what they knew and started focusing on areas where they lacked expertise. She believes the recent price increase for Game Pass has eliminated one of Xbox’s key strengths – being the most affordable option for gamers. She feels these price hikes are a disappointment, prioritizing profit over the gaming experience.
Shortly after Microsoft announced its price increases, Lina Khan, who was then the head of the US Federal Trade Commission (FTC), suggested the company was so large it didn’t seem to worry about the impact of its decisions.
According to Khan, Microsoft’s purchase of Activision has led to higher prices and job losses, negatively impacting both players and game creators. She points out that when a few companies gain control of a market, prices tend to rise. These dominant companies can prioritize profits over customer satisfaction because they face fewer competitive pressures.
In February, Matt Sharma became the new CEO of Microsoft Gaming, replacing Phil Spencer. The news also included Sarah Bond’s departure as Xbox president and the promotion of Matt Booty to chief content officer.
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2026-03-25 18:11