Introduction
Xbox CEO Asha Sharma admitted that Game Pass has become “too expensive” . Her leaked memo promised a “more flexible system” in the future. But what exactly could that look like? This Game Pass future guide explores the most likely solutions: an ad‑supported lower tier, a Netflix subscription bundle, removing Call of Duty from the service, and simplifying the confusing tier structure. Each option has trade‑offs for Microsoft and for gamers.
For a complete overview of the pricing crisis, read our main guide: Xbox CEO Admits Game Pass Is ‘Too Expensive’ .
Ad‑Supported Tier – The Netflix Model
The most frequently discussed solution is an ad‑supported Game Pass tier, similar to Netflix’s Basic with Ads ($6.99/month). This would allow Microsoft to offer a much lower monthly price – perhaps $9.99 or even $4.99 – while generating revenue from advertising.
Pros:
- Lower barrier to entry for price‑sensitive gamers.
- Maintains or increases subscriber count.
- Ad revenue can offset lower subscription fees.
Cons:
- Gamers hate ads interrupting gameplay or menu navigation.
- Implementation is tricky: where to place ads? (Loading screens? Between game launches?)
- Premium subscribers would still pay full price.
According to industry analysts, an ad‑supported tier could attract 10–15 million new subscribers who previously found Game Pass too expensive.
For more on the pricing history that led to this moment, see our Game Pass price history guide.
Netflix Bundle – A Joint Subscription
Sharma has reportedly held discussions with Netflix co‑CEO Greg Peters about a joint subscription bundle. This would combine Game Pass and Netflix into a single monthly price – likely $35–40/month – offering a discount compared to buying both separately ($30 for Game Pass Ultimate + $15.49 for Netflix Premium = $45.49).
Pros:
- Adds value without lowering Game Pass price.
- Attracts entertainment‑focused consumers.
- Cross‑promotion between gaming and streaming.
Cons:
- Still expensive for gamers who don’t want Netflix.
- Revenue sharing between Microsoft and Netflix is complex.
- May not address the core complaint that Game Pass alone is too costly.
Removing Call of Duty from Game Pass
One radical solution: remove the Call of Duty franchise from Game Pass Ultimate. The 2025 price hike was largely driven by the addition of Call of Duty titles, which increased Microsoft’s licensing costs. By moving CoD to a separate premium tier or selling it a la carte, Microsoft could lower the base Ultimate price.
Pros:
- Could reduce Ultimate price back to $16.99 or $19.99.
- Satisfies gamers who don’t play CoD but were subsidising it.
- CoD fans could buy the game separately (still $70+).
Cons:
- CoD is a major draw; removing it could cause subscriber loss.
- Microsoft would lose the “day‑one on Game Pass” marketing hook.
- Requires a new tier or separate purchase option.
Tier Simplification – From Four to Two
Currently, Game Pass has four confusing tiers: Essential, Premium, Ultimate, and PC Game Pass. Many users don’t understand the differences. Sharma hinted at a “more flexible system” – which could mean simplifying to just two tiers:
| New Tier | Price (Estimate) | Includes |
|---|---|---|
| Game Pass Standard | $9.99 – $12.99 | Online multiplayer, rotating library (no day‑one) |
| Game Pass Ultimate | $19.99 – $24.99 | Full library, all day‑one titles (including CoD), EA Play, Ubisoft Classics |
This would eliminate the confusing middle tiers and make the value proposition clearer.
Pros:
- Easier for consumers to understand.
- Reduces operational complexity for Microsoft.
- Could allow a lower Ultimate price than current $29.99.
Cons:
- Some current Premium subscribers might feel forced to upgrade.
- Microsoft loses the ability to price discriminate across four segments.
Comparison Table – Potential Solutions at a Glance
| Solution | Price Impact | Subscriber Impact | Implementation Difficulty |
|---|---|---|---|
| Ad‑supported tier | Lower ($5–10) | High (new subs) | Medium (ad tech) |
| Netflix bundle | Neutral ($35–40 combo) | Medium | High (partnership) |
| Remove Call of Duty | Lower Ultimate ($17–20) | Mixed (CoD fans may leave) | Low (tier change) |
| Tier simplification | Lower Ultimate ($20–25) | Medium | Low (marketing) |
Real‑World Applications of the Solutions
- For budget gamers: An ad‑supported tier would make Game Pass accessible again.
- For entertainment bundlers: The Netflix bundle could appeal to households already paying for both.
- For Call of Duty fans: Removing CoD would force a separate purchase, but could lower costs for non‑CoD players.
- For Microsoft: Any solution must balance subscriber growth, revenue, and brand perception.
FAQ Section
Q1: Will Game Pass get an ad‑supported tier?
A: Possibly. Sharma’s memo mentioned a “more flexible system”, and an ad‑supported tier is one of the most discussed options.
Q2: Is Microsoft really considering a Netflix bundle?
A: Yes. Sharma has held discussions with Netflix co‑CEO Greg Peters about a joint subscription.
Q3: Would removing Call of Duty make Game Pass cheaper?
A: Yes. The 2025 price hike was driven largely by adding CoD. Removing it could allow a lower Ultimate price.
Q4: When will these changes happen?
A: Sharma said any changes will “take time to test and learn around”. No firm timeline has been announced.
Conclusion
The Game Pass future is uncertain, but Xbox CEO Asha Sharma has promised a “more flexible system”. Ad‑supported tiers, Netflix bundles, removing Call of Duty, and tier simplification are all on the table. Each option has trade‑offs, but the goal is clear: fix the “too expensive” problem without destroying the service’s value. Gamers should expect announcements later in 2026 or early 2027.
Next step: Compare Game Pass to its competitors in our Game Pass vs PS Plus vs Nintendo guide.