Xbox Game Pass Subscription Just Got More Expensive
Players are now weighing perks against price, and not everyone agrees on the trade.
Microsoft has made one of its boldest moves yet with Xbox Game Pass. Its flagship tier, Game Pass Ultimate, now costs $29.99 a month, up from $19.99. In the UK, the same plan rises from £14.99 to £22.99. That is a 50% jump on what was once called the best deal in gaming. Players reacted instantly, flooding cancellation pages to the point where Microsoft’s unsubscribe system briefly crashed.
So what do you actually get for the higher price? Well, Microsoft says Ultimate tier now offers more than 400 games, including 75 day one releases each year. Ubisoft Plus Classics and Fortnite Crew are included, cloud streaming has been boosted to 1440p, and a revamped rewards program promises up to $100 back annually for the most active users.
At the same time, PC Game Pass also climbs to $16.49 a month, nearly 40% higher than before. Microsoft has even rebranded the lower tiers into Essential and Premium, which offer smaller libraries and fewer perks but still reflect the overall shift upward in price.
Emmanuel Umahi
On paper, that looks like more value. In practice, how it feels depends on where you live.
In Latin America, the hike lands hardest. Brazil and Mexico are two of the fastest growing gaming markets, with more than 300-420 million console players (via StatCounter). But these are also price sensitive economies. $30 a month is not just another subscription, it is money that could go to food, rent, or mobile data. Even with blockbusters like Call of Duty and Assassin’s Creed included, many households will now be forced to choose between downgrading or cancelling.
In the United States, anger was immediate but the cushion is larger. Social media lit up with complaints, and the increase came barely a year after the last one. Still, for many US players, Ultimate remains affordable and the new perks soften the sting. Fortnite Crew alone, usually a separate cost, could make the bundle more attractive to some subscribers.
Emmanuel Umahi
Zooming out, the strategy becomes clear. Microsoft is betting its gaming future on subscriptions rather than consoles. Hardware sales are slowing but revenue from services is climbing. Last year was the best ever for Game Pass revenue. The gamble is that raising prices while adding perks will keep players loyal. The risk is that cancellations spread, especially in markets where household budgets are already stretched.
For a gamer in São Paulo, the hike may feel like a door closing. For a streamer in New York, it may feel like a fair trade. For Microsoft, the question is whether Game Pass can still be seen as the best deal in gaming, or if it has tipped into expensive luxury.
