Microsoft’s new leadership team, headed by Asha Sharma, faces a critical challenge: rebuilding trust with its gaming customer base. Recent decisions regarding Xbox Game Pass and Microsoft Rewards have sparked significant frustration, and a potential path forward centers on leveraging the loyalty program to make Game Pass more affordable – but only for its most dedicated users.
The core of the issue lies in a series of changes that have effectively devalued Microsoft’s loyalty programs. In October 2025, Microsoft raised the price of Game Pass Ultimate by 50%, to ’s $29.99 per month. Simultaneously, the company altered the Microsoft Rewards program, making it more difficult to redeem points for Game Pass subscriptions. Previously, 35,000 Rewards points could secure three months of Game Pass Ultimate. Now, points can only be exchanged for Xbox gift cards, resulting in a significantly worse exchange rate for gamers.
Microsoft Rewards, for the uninitiated, is a long-standing loyalty program that rewards users for activities like Bing searches and playing games on Xbox and PC. While seemingly a small perk, it has historically been a key incentive for maintaining engagement within the Microsoft ecosystem. The recent changes, however, have left many feeling betrayed, particularly those who have consistently invested time and effort into earning Rewards points.
The solution, as outlined in a recent report, isn’t necessarily to lower the base price of Game Pass for everyone. Instead, Microsoft should focus on offering substantially discounted subscriptions exclusively through the Rewards program. This approach would reward loyal customers – those already actively engaged with Microsoft’s services – while allowing the company to maintain its higher price point for less committed users.
This isn’t simply about offering a discount. it’s about recognizing and rewarding loyalty. By reinstating a favorable exchange rate for Game Pass subscriptions within the Rewards program – perhaps even returning to the previous 35,000-point offer for three months – Microsoft can demonstrate that it values its dedicated customer base. This strategy also subtly incentivizes continued engagement with Microsoft’s platforms, encouraging users to utilize Bing search and actively play games within the Game Pass ecosystem.
The logic is sound. Microsoft is already investing in Rewards points to drive engagement. Allowing those points to unlock significant savings on Game Pass is a natural extension of that strategy. It’s a way to offset the price increase for loyal customers without impacting overall revenue. The company has already shown a willingness to adjust the value of Rewards points, raising the cost of gift cards for other retailers like Amazon and DoorDash. Reversing course on Game Pass-specific redemptions, and offering a compelling rate, would signal a shift in priorities.
The current situation is particularly frustrating given the broader gaming landscape. As one Reddit user commented, Xbox frequently offers substantial discounts on individual games – often 80-90% off – making it possible to acquire titles at very competitive prices. However, these sales are sporadic, and a subscription service like Game Pass offers consistent value for players who enjoy a wide variety of games. The diminished value of Rewards points undermines that consistent value proposition.
Asha Sharma’s transition from Microsoft’s Core AI business to lead Xbox is noteworthy. Her background in a field heavily reliant on incentivizing user engagement through rewards and tokens could prove invaluable in addressing this issue. The AI space frequently employs similar strategies – rewarding users for contributing data or utilizing services – and Sharma’s experience could inform a more effective approach to the Rewards program.
the decision rests with Microsoft’s new leadership. Rebuilding trust requires more than just acknowledging customer frustration; it requires concrete action. Restoring the value of Microsoft Rewards for Game Pass subscribers is a relatively simple, yet potentially impactful, step that could demonstrate a commitment to its loyal gaming community. It’s a chance to turn a negative situation into a positive one, and to reaffirm that Microsoft values its long-term customers.
