Microsoft reportedly gives secret Xbox Game Pass discounts to churned subscribers to reel them back in — targeted offers slash up to 30% off the regular price

Numerous Xbox Game Pass subscribers are reportedly receiving secret discounts from Microsoft in an attempt to reel them back in, according to a Reddit thread. One user shared a screenshot of the company offering the Ultimate plan for $16.09 per month, which is 30% cheaper than the regular $22.99 price. The user explained that they cancel their Xbox Game Pass subscription almost every month, and this might have triggered the discounted offer.

The discounted pricing is a win-back tactic used by subscription services to re-engage customers who have stopped buying the product. Microsoft seems to have noticed this particular user and proactively offered the discounted deal, which the Redditor accepted for a full year. Other users have also reported receiving similar discounts, with some receiving $18 offers for a year of Xbox Game Pass Ultimate.

It is unclear what criteria Microsoft uses to distribute these win-back discounts, but speculations include user activity, subscription history, or even having multiple accounts. These discounts are not limited to the U.S., as users in countries like Mexico have also reported similar offers. While Microsoft has already slashed Xbox Game Pass pricing this year, many gamers still seek cheaper alternatives through digital key marketplaces like Eneba, G2A, or Loaded.

Targeted annual promotions from Microsoft can help keep subscribers engaged, secure long-term revenue, and avoid the risks of month-to-month cancellation. However, these discounts raise the question of whether Microsoft should offer similar exclusive deals to long-time subscribers, who might feel overlooked by the generous offers given to those who cancel and return.