Xbox Extends Game Pass Price Cuts to UK, Ends Day-One CoD on Standard Tiers

Microsoft's Xbox expanded Game Pass price reductions to the UK on April 22, slashing Ultimate to £16.99/month from £22.99 and PC Game Pass to £10.99 from £13.49, while confirming new Call of Duty titles join Ultimate/PC tiers only ~1 year post-launch. This follows April 21 US cuts—Ultimate to $22.99 from $29.99 (23% drop) and PC to $13.99 from $16.49 (15% drop)—under new CEO Asha Sharma, reversing Activision strategy amid gaming revenue down 10% YoY (7% of total) and hardware sales off 32%. Shares rose 1.81% intraday initially, signaling mixed bets on subscriber growth versus margins.