Xbox Boss Outlines Plan to 'Fortify Game Pass' in Pivotal Shift

Microsoft is reshaping Game Pass to focus on subscriber retention and perceived value, not just rapid growth.

Xbox CEO Asha Sharma said the service will be optimized for longer-term loyalty and profitability.

The move follows recent price cuts and the removal of day-one Call of Duty access for new subscribers.

It signals a strategic shift in Microsoft’s gaming business as Game Pass evolves into a more sustainable offering.