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

… But not surprising." Piers Harding-Rolls of Ampere Analysis agrees that "the commercial reasoning for pursuing a subscription-first strategy for new releases the size of CoD has not been realised." "Its inclusion in Game Pass was hoped to turbo-charge the service," he says, "but these short-term in… …

Apr 22, 2026 · News by Jon Hicks Editorial Director