Xbox Game Pass price hike sparks community backlash

On October 1, 2025, Microsoft announced a global increase in Xbox Game Pass prices, marking a significant shift in its subscription strategy. The most notable change was in the Ultimate plan, which now costs up to 50% more in several countries.

What exactly changed?

Microsoft restructured its plans into three tiers:

• Essential (formerly Core): online multiplayer and a classic game catalog.
• Premium (formerly Standard): access to console games without day-one releases.
• Ultimate: multiplatform access, day-one releases, EA Play, Ubisoft+ Classics, Fortnite Crew, and cloud gaming improvements.

Examples of new prices:

• 🇺🇸 United States: from $19.99 USD to $29.99 USD.
• 🇲🇽 Mexico: from $299 MXN to $449 MXN.
• 🇬🇧 United Kingdom: from £12.99 to £18.99.
• 🇧🇷 Brazil: from R$44.99 to R$69.99.

Community reaction: breaking with the accessible model?

The response was immediate:

• Thousands of users began canceling their subscriptions, overwhelming Xbox’s support site.
• Social media saw a surge of frustrated messages: “It used to be the best deal in gaming, but not anymore”, “I don’t need Ubisoft+, I just want to play without paying so much”.
• In emerging markets, the new price represents a significant barrier.

Why the change?

Microsoft justified the increase as part of an evolution of the Game Pass model, aiming for greater sustainability and segmentation:

• More content, higher cost: The Ultimate plan now includes Ubisoft+ Classics, EA Play, Fortnite Crew, and improvements to Xbox Cloud Gaming. These agreements come with additional costs that weren’t previously reflected in the price.
• Long-term profitability: Game Pass launched as the “best deal in gaming,” but maintaining day-one releases like Starfield, Forza Motorsport, or Hellblade II requires multimillion-dollar investments. The new pricing seeks to balance value and sustainability.
• User segmentation: With the new plans, Microsoft targets different player profiles. Not everyone needs Ultimate anymore, and those who do are paying for a more complete experience.
• Competition and positioning: In a market where Sony, Nintendo, and services like GeForce Now and Netflix Games are gaining ground, Microsoft aims to position Game Pass as a premium service, not just an accessible one.

What does the community think?

This is undoubtedly an abrupt change that sparked backlash across the community. For many, raising prices and justifying the increase with services that — as several users point out on social media — “no one asked for,” feels like a strategy to make access more expensive without truly listening to the player base. Instead of offering flexible options or requested improvements, Microsoft seems to have opted to inflate the Ultimate package with benefits not everyone values, leaving behind those who once saw Game Pass as an accessible gateway into the Xbox ecosystem.

Is it still worth it?

It depends on the player profile:

• If you’re looking for day-one releases, cloud gaming, and cross-platform benefits, Ultimate remains the most complete plan.
• If you prefer to save, the new Essential and Premium plans offer more affordable alternatives, though with fewer perks.

What does this mean for the Xbox ecosystem?

The global price hike marks a transition: from being the most accessible model on the market, Game Pass now competes in the realm of premium services. The community is split between those who value the added benefits and those who feel Xbox is drifting away from its original promise.

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