Quick wins for a faster PC:
Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →iTechGuides is reader-supported. When you buy through links on our site, we may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Learn more
Xbox CEO Asha Sharma has acknowledged that “gaming is unaffordable in many cases” under the industry’s traditional model. In an interview published June 22, 2026, she pointed to both hardware costs and competition for people’s attention and subscription spending. That is a clear statement about affordability—not proof that gamers as a whole have been saying the same thing for years.
What did Xbox’s CEO say about gaming costs?
In an Entertainment Weekly interview published June 22, 2026, Asha Sharma said that “gaming is unaffordable in many cases, in terms of how we’ve traditionally thought about it.” She said the pressure comes not only from hardware costs but also “because of the attention economy and competing subscriptions.”
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
![$50 XBOX Gift Card [Digital Code]](https://m.media-amazon.com/images/I/41Y+LDLtBFL._SL160_.jpg)
|
$50 XBOX Gift Card [Digital Code] | $50.00 | Buy on Amazon |
| 2 |
![$10 XBOX Gift Card [Digital Code]](https://m.media-amazon.com/images/I/41MEiiMQqmL._SL160_.jpg)
|
$10 XBOX Gift Card [Digital Code] | $10.00 | Buy on Amazon |
| 3 |
![$100 XBOX Gift Card [Digital Code]](https://m.media-amazon.com/images/I/41vrrAVO+zL._SL160_.jpg)
|
$100 XBOX Gift Card [Digital Code] | $100.00 | Buy on Amazon |
| 4 |
![$20 XBOX Gift Card [Digital Code]](https://m.media-amazon.com/images/I/4187uRl3ouL._SL160_.jpg)
|
$20 XBOX Gift Card [Digital Code] | $20.00 | Buy on Amazon |
| 5 |
|
Xbox Physical Gift Card | $25.00 | Buy on Amazon |
Her point was broader than the price of a console or a single game. Players may be weighing a major upfront purchase against recurring services and the time required to make use of them. The interview did not announce a particular price cut or product change.
Recommended Free Tools
What does that mean for Game Pass?
Sharma had addressed Game Pass separately in an internal memo reported by GameSpot on April 13, 2026. She wrote: “Game Pass has become too expensive for players, so we need a better value equation. Long term, we will evolve Game Pass into a more flexible system which will take time to test and learn around.” GameSpot said the memo was obtained by The Verge.
#1 Best Overall
- THE PERFECT GAMING GIFT — Buy an XBOX Gift Card for yourself or a friend and let them choose the games, add‑ons, subscriptions, and accessories they want most.
- USE FOR GAMES & CONTENT — Redeem for thousands of digital XBOX games, from backward compatible classics to the latest new releases, plus DLC and in‑game currency.
- GAME PASS READY — Apply your balance toward XBOX Game Pass Ultimate to play new titles on day one* and access a library of hundreds of high‑quality console games.
- PRE‑ORDER & PRE‑INSTALL GAMES — Use your balance to pre‑order and pre‑download upcoming titles so you’re ready to play the moment they launch.
- NO FEES OR EXPIRATION — XBOX Gift Cards never expire and have no service fees, so your balance is ready whenever you are.
This indicates that Xbox saw a value problem and was considering a more flexible model. It does not establish which changes have since shipped, what plans currently cost, or what a subscriber in any particular region should expect to pay. Subscription terms and prices can change, so check Xbox’s official plan information before deciding whether a plan fits your use.
Why is Xbox under pressure to rethink its business?
In a June 10, 2026 memo, Sharma and Xbox Game Studios head Matt Booty described the company’s financial and operating challenges. These are Xbox’s own reported figures and explanations, not independently verified measurements of the wider games market.
Rank #2
- THE PERFECT GAMING GIFT — Buy an XBOX Gift Card for yourself or a friend and let them choose the games, add‑ons, subscriptions, and accessories they want most.
- USE FOR GAMES & CONTENT — Redeem for thousands of digital XBOX games, from backward compatible classics to the latest new releases, plus DLC and in‑game currency.
- GAME PASS READY — Apply your balance toward XBOX Game Pass Ultimate to play new titles on day one* and access a library of hundreds of high‑quality console games.
- PRE‑ORDER & PRE‑INSTALL GAMES — Use your balance to pre‑order and pre‑download upcoming titles so you’re ready to play the moment they launch.
- NO FEES OR EXPIRATION — XBOX Gift Cards never expire and have no service fees, so your balance is ready whenever you are.
- Investment and revenue: Xbox said it had spent more than $20 billion over five years on ongoing content, platform, and hardware subsidy investments, excluding Activision Blizzard King. It also said annual revenue had declined by nearly half a billion dollars during that period.
- Hardware costs: Xbox said console storage component prices were more than twice the previous fall’s level when Sharma became CEO in February 2026, doubled again afterward, and were expected to exceed five times the price paid two years earlier by the 2027 holiday season. The last figure was a company forecast, not a guaranteed future market price.
- Capacity and strategy: The memo said Xbox could not make as many consoles as players wanted to buy, needed a new hardware business model and partnerships, and had overextended its studio system as strategies changed. It also said major franchises had not received enough investment to compete and win.
- Financial target: Xbox said it expected to end its fiscal year at about a 3% accountability margin, down year over year.
The memo’s blunt tone was deliberate: “We won’t succeed by hiding hard truths, nor will we succeed by doing the same thing and expecting different results,” Sharma and Booty wrote. Xbox also said reliable first- and third-party exclusives and new intellectual property remain important to success, illustrating that affordability and platform strategy are connected but not interchangeable issues.
Does Xbox want every game to be exclusive?
No blanket commitment to make every game exclusive is established. In remarks reported by GameSpot on June 5, 2026, Sharma described a tension: games should reach large audiences, while platforms need exclusive content. She said Xbox was examining the question title by title. That signals case-by-case consideration, not a settled rule for all future releases.
Rank #3
- THE PERFECT GAMING GIFT — Buy an XBOX Gift Card for yourself or a friend and let them choose the games, add‑ons, subscriptions, and accessories they want most.
- USE FOR GAMES & CONTENT — Redeem for thousands of digital XBOX games, from backward compatible classics to the latest new releases, plus DLC and in‑game currency.
- GAME PASS READY — Apply your balance toward XBOX Game Pass Ultimate to play new titles on day one* and access a library of hundreds of high‑quality console games.
- PRE‑ORDER & PRE‑INSTALL GAMES — Use your balance to pre‑order and pre‑download upcoming titles so you’re ready to play the moment they launch.
- NO FEES OR EXPIRATION — XBOX Gift Cards never expire and have no service fees, so your balance is ready whenever you are.
For players, availability across platforms affects the value calculation: a game available on hardware they already own may not require a new console purchase. But whether a specific title will be exclusive depends on Xbox’s decision for that game; the comments do not settle individual release plans.
Have gamers been saying this for years?
The CEO’s remarks support saying Xbox has acknowledged an affordability problem. They do not substantiate the broader claim that gamers as a whole have voiced this view for years. The available poll evidence is limited: Windows Central reported that 151 of 228 participants (66%) in a self-selected reader poll said gaming costs were getting out of control. That result describes those poll participants, not a representative sample of all gamers or a multi-year trend.
Rank #4
- THE PERFECT GAMING GIFT — Buy an XBOX Gift Card for yourself or a friend and let them choose the games, add‑ons, subscriptions, and accessories they want most.
- USE FOR GAMES & CONTENT — Redeem for thousands of digital XBOX games, from backward compatible classics to the latest new releases, plus DLC and in‑game currency.
- GAME PASS READY — Apply your balance toward XBOX Game Pass Ultimate to play new titles on day one* and access a library of hundreds of high‑quality console games.
- PRE‑ORDER & PRE‑INSTALL GAMES — Use your balance to pre‑order and pre‑download upcoming titles so you’re ready to play the moment they launch.
- NO FEES OR EXPIRATION — XBOX Gift Cards never expire and have no service fees, so your balance is ready whenever you are.
Xbox’s 2026 memo said more than 1 billion players choose Xbox and its games each year and account for 72 billion hours across console, PC, mobile, and streaming. Xbox noted that its count excludes much of China and a few other properties. Those company figures show the scale of the ecosystem as Xbox describes it; they do not measure players’ views on affordability.
How should players judge whether gaming is affordable for them?
There is no single cost that captures the experience. A practical comparison starts with the costs and access that apply to the games you actually play:
Best Value
- XBOX GIFT CARD: Buy full digital game downloads, game add-ons, in-game currency, memberships, devices, apps, movies, TV shows, and more.
- DIGITAL GAMES: Choose from hundreds of games, from AAA to indie options. Start playing the moment your most anticipated game is available when you pre-order and pre-download it.
- GAME AD-ONS: Extend the experience of your favorite games with add-ons and in-game currency.
- MOVIES & TV SHOWS: Rent or buy new and popular movies and TV shows from a massive library.
- PERFECT GIFT: Great as a gift for a friend or yourself. Xbox Gift Cards are easy to use, never expire, and give the freedom to pick the gift they want. Enjoy more ways to play without a credit card attached to your Microsoft account.
- Upfront hardware: Consider whether you need a new console or PC, or can keep playing on a device you already own.
- Recurring subscriptions: Compare the service’s current regional price and included games with how often you use it. A subscription offers less value if you pay for months when you rarely play.
- Access to desired games: Check whether the titles you want are available on your current platform or require another purchase or device.
- Exclusivity: A title’s platform availability can determine whether you need additional hardware; do not assume a game will be exclusive based on Xbox’s general strategy comments.
- Your existing library and habits: The library you already own, your play time, and the games you return to may matter more than the number of titles available in a service catalog.
Xbox chief strategy officer Matthew Ball has also discussed advertising as a possible way to create cheaper gaming options. GameSpot reported that Ball later clarified those remarks were made before he joined Xbox and did not necessarily reflect Microsoft’s plans or beliefs; he also said he did not advocate interrupting gameplay with ads. His comments should not be read as an announced Xbox policy.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
