"Not surprising at all" - analysts see Xbox Game Pass price cut as inevitable shift that will drive subscription growth in 2026

Industry analysts from Circana and Ampere Analysis weigh in on Microsoft's decision to cut Xbox Game Pass Ultimate pricing and remove Call of Duty as a day-one offering. Both analysts agree the move was expected, as CoD's inclusion failed to meaningfully boost subscriptions or console sales. Opinions diverge on whether CoD's Game Pass presence hurt its premium sales revenue — Ampere cites $300M in lost sales while Circana's analyst is skeptical. Both expect the price reduction to grow subscriber numbers in 2026, with Ampere predicting improved ARPU and lower churn. Analysts frame the shift as commercial pragmatism rather than a strategic reversal, noting day-one Game Pass releases for first-party titles will continue.