Introduction
The Xbox Game Pass price cut has sparked a divided response from the gaming community.
Microsoft dropped the monthly cost of Ultimate from £22.99 to £16.99 on April 22, 2026. PC Game Pass also fell from £13.49 to £10.99. While cheaper prices are usually welcome news, the trade-off—losing day-one access to new Call of Duty games—has created a split between casual players and dedicated Call of Duty fans.
This post captures the Xbox Game Pass price cut reaction from both sides. You will hear from a popular Call of Duty streamer who welcomes the change. Additionally, you will see why some fans feel betrayed. Furthermore, you will learn what industry experts predict for Xbox’s future. Finally, you will understand the broader context of this strategic shift.
For the full details on the new pricing and why Microsoft made this move, see our pillar post on the Xbox Game Pass price cut . Meanwhile, for a timeline of the pricing changes, read our Game Pass Ultimate price timeline .
Casual Gamers Celebrate Lower Prices
The Xbox Game Pass price cut reaction has been largely positive among casual subscribers.
Call of Duty streamer Chantelle Parker, known online as Chantelle Plays, called the price drop a “big win” for the average player. Speaking to BBC Newsbeat, she explained that casual gamers no longer have to subsidize the enormous cost of including Call of Duty in the subscription.
“I feel like Call of Duty fans like me will also just buy the game separately anyway,” she said. For her, the £6 monthly savings on Ultimate outweigh the loss of day-one Call of Duty access. She also noted that the lower price makes Game Pass “a lot more accessible to a lot more people.”
This sentiment echoes across social media. Many subscribers who rarely or never play Call of Duty expressed relief. They felt the October 2025 price hike forced them to pay for a blockbuster franchise they did not want. The new pricing structure feels fairer to this group.
Call of Duty Fans and Trust Issues
However, the Xbox Game Pass price cut reaction has not been universally positive.
Some dedicated Call of Duty fans feel frustrated. They subscribed to Game Pass specifically for day-one access to the franchise. Now that benefit has vanished, and the only way to play new Call of Duty titles at launch is to buy them separately for around £70.
Christopher Dring, editor of The Game Business, identified this group as the biggest losers. “The big losers from this cut are those who subscribe to Game Pass for a month or two to play the latest Call of Duty, and then leave,” he told the BBC. “These gamers now either have to be patient, or buy the game in full.”
Beyond the immediate frustration, some fans worry about a broader “trust issue.” If Microsoft can remove day-one access for Call of Duty, what stops them from doing the same for other first-party franchises? Could future Forza Horizon or Fable games also lose their day-one status? Xbox has not addressed these concerns directly.
Expert Analysis: A Shift Toward Advertising
The Xbox Game Pass price cut reaction among industry analysts points to a larger strategic pivot.
Business professor Joost van Dreunen believes this is just the beginning of a transformation at Xbox. Under new CEO Asha Sharma, who started in February 2026, the company is likely to “start relying much more heavily on advertising” rather than subscription fees alone.
Van Dreunen explained that Xbox will “behave like a scaled platform business, monetizing audience attention rather than just access to content.” In practical terms, this could mean more ads in the Xbox dashboard, sponsored content, or even ad-supported lower-cost Game Pass tiers.
For a deeper look at Asha Sharma’s vision, read our profile of the new Xbox CEO .
Conclusion
The Xbox Game Pass price cut reaction reveals a community split between value and loyalty.
Casual subscribers celebrate the lower monthly fee and feel relieved that they no longer subsidize a franchise they do not play. Dedicated Call of Duty fans, however, mourn the loss of day-one access and question Microsoft’s long-term commitment to first-party launches.
Industry experts see this as the beginning of a broader shift under new leadership. Advertising may play a much larger role in Xbox’s future revenue mix. For now, subscribers must weigh the £6 monthly savings against the cost of buying Call of Duty separately. The new value equation works for most, but not for everyone.