Microsoft unexpectedly lowered the prices of Fable and Gears of War: E-Day in Europe - a rare move amid the general increase in game prices

While the market keeps nudging prices upward for games, consoles and subscriptions, Microsoft quietly did the opposite in Europe. Several big Xbox exclusives have had their pre-order tags trimmed: Fable, Forza Horizon 6, and Gears of War: E-Day now show €69.99 instead of the €79.99 that had been announced earlier — a €10 cut vs. the new-ish pricing norm the company seemed to be rolling out.

These aren't small indies. Two of them — Fable and Gears of War: E-Day — are headline projects that Xbox is clearly banking on, and Forza Horizon 6 is already talked about as a must-watch racer for the generation. That context makes the price move stick out more than if it were a niche title.

Not every release follows suit: e.g., Call of Duty: Modern Warfare 4 is still listed at €79.99 in European storefronts. So rather than a blanket rollback, this looks like an experiment in flexible pricing — selective adjustments rather than a single new standard across the board.

Microsoft hasn't offered an explanation. Players will likely appreciate the drop — wallets included — but it's too soon to say whether this is a tactical one-off, a response to feedback, or the first step toward a looser pricing model. If the pattern continues for future launches, it could quietly reshape expectations; if not, well, it will just be an odd footnote.