Xbox Game Pass has always had a little bit of that “too good to be true” feeling to it. Even when there were rumors in late 2017 that Xbox was seriously considering putting its major games at release into the service, there was an air of skepticism to the idea. No game publisher, not to mention console maker, would be audacious enough to undercut itself in hopes that players would adopt en masse a subscription model for an art form where its consumers were used to owning their games.
Amidst all that disbelief, Xbox actually went full disruption mode in 2018, when it announced that Sea of Thieves would be the first of what would eventually become the main draw of Xbox Game Pass, day one first-party releases. There is a case to be made that one of the major reasons for the acquisitions of both Zenimax/Bethesda and later on Activision-Blizzard-King was to provide Xbox Game Pass with not only a treasure trove of back catalog additions but also even more day one releases. And while that has ultimately come to fruition, it has been a rocky road to reach the year 2025, where that initial goal of delivering a steady schedule of day one titles has finally hit its zenith.
However, Microsoft has now thrown a wrench into all of this by announcing yet another price hike (the third one in three consecutive years) to Xbox Game Pass, and this time it hits the most ardent supporters where it hurts most, with a significant spike to Xbox Game Pass Ultimate and PC Game Pass. It forces subscribers to question how much they truly value being there day one.
How We Got Here With Xbox Game Pass
It is eerie how similar the timeframes are between the 2024 price increase and the one that was announced a week ago. The 2024 hike was in mid September, about a month away from the release of arguably Microsoft’s biggest day one launch ever in Activision’s Call of Duty: Black Ops 6. The current price increase comes about a month away from the launch of Call of Duty: Black Ops 7. This is not a coincidence. The timing ensures the company sees the best possible return on anyone looking to rent its cash cow franchise, even for a single month. A recent report from Bloomberg (paywalled) estimates Microsoft lost $300 million in sales due to putting Call of Duty into the service. You have to wonder why not just remove COD from Xbox Game Pass altogether? They may feel that this price increase can’t be justified without it.
The difference between two price increases is that the 2024 version brought a modest $3 price increase to Xbox Game Pass Ultimate, taking it from $16.99 USD to $19.99 USD a month, and a $2 increase to PC Game Pass going from $9.99 USD to $11.99 USD a month. The 2025 version sees Xbox Game Pass Ultimate increase 50 percent and go up a full $10 to $29.99 USD a month, while PC Game Pass goes up $4.50 to $16.49 USD a month.
The other two tiers of Xbox Game Pass remain the same at $14.99 USD for the now renamed Premium tier (formerly Standard) and $9.99 USD for the now renamed Essential tier (formerly Core). All of the tiers are now month to month without discounts or offers for purchasing quarterly or yearly, which eliminates stacking and pushes more players into paying the new price sooner.
Times They Are a Changing for Xbox
Putting the increase in Xbox Game Pass Ultimate together with recent announcements of significant price increases to the Xbox Series X|S consoles, the higher-than-expected prices of the soon-to-be-released ROG Xbox Ally ($599 USD) and ROG Xbox Ally X ($999 USD) handhelds, and the unsuccessful attempt by Microsoft to raise the price of their high-end games to $80, leaves many gamers feeling somewhere between apathetic and frustrated at how aggressively Microsoft has led the charge for higher prices.
It paints the picture of an Xbox that feels cold and corporate as it grapples with the cost of its own growth. Microsoft is collecting on its $70 billion investment by any means necessary, even pushing its trio of front-facing executives to become less like the friendly figures of the past and more like business-oriented spokespersons. The Xbox Play Anywhere and “This is an Xbox” campaigns show the company’s push toward a console-less future where playing anywhere matters most. But when the main pillar of that vision, Xbox Game Pass Ultimate, becomes too expensive for much of its player base, what then?
The day of the announcement saw a rush of users heading to the Xbox website in such large numbers that the cancellation page crashed. Only Microsoft knows the real number of cancellations or downgrades, but the price hike has made many rethink whether those day one games are worth it.
So What’s Actually Part of Xbox Game Pass Ultimate Now?
To Microsoft’s credit, it did not simply drop this information into an email and wait for it to spread. The company launched a full marketing campaign to show off the new benefits of the Ultimate, Premium, and Essential tiers, even releasing a video breakdown of what each tier offers.
The new version of Xbox Game Pass Ultimate brings a catalog of over 400 games, including 75 day one titles a year, marking the first time Microsoft has set a concrete number for day and date releases. Seventy-five launch games is impressive, especially considering many of them will come from indie and third-party publishers. In recent years, Microsoft has relied heavily on smaller games to pad out the lineup, so perhaps this is an effort to bring more variety throughout the year.
This total likely does not include EA Play titles ($5.99 USD a month if bought separately) or the newly added Ubisoft Plus Classics library ($7.99 USD a month if bought separately), which includes every major Ubisoft game since Assassin’s Creed II up through Skull and Bones. That means games like Star Wars Outlaws and Assassin’s Creed Shadows will likely be included eventually. Still, for those who already play Ubisoft titles, this may add little value. Not to mention, PlayStation Plus Premium already offers this library for $17.99 USD.
The other highly touted addition beginning in November is Fortnite Crew. Unless you are an avid Fortnite player who also subscribes to Game Pass, it is perhaps an even less enticing addition. Fortnite Crew is an $11.99 add-on that grants the battle pass and 1000 V-Bucks each month, now bundled into Ultimate. Many Ultimate subscribers probably rolled their eyes at that and wondered if there is anything else of value.
All tiers now feature the ability to play on all devices, including Console, PC, and Cloud. However, there is a catch with Xbox Cloud. Ultimate members receive top priority in the queue and can stream up to 1440p, while Premium and Essential are limited to 1080p and may wait longer for access. Rewards are also capped by tier, meaning to earn higher rewards, you must spend actual money.
At least Microsoft has made Premium and Essential more appealing, with Premium offering 200 games including some Ubisoft Plus Classics and first-party titles within a year of launch, except Call of Duty. Essential now includes 50 games, up from 25. All tiers also include Riot Games benefits and online multiplayer access.
How Much Value Do You Put in Day One Games on Xbox Game Pass?
There is no doubt Microsoft is trying to squeeze as much as possible from the most dedicated players, or “whales.” These are the users who play the most and spend the most. Whether because they truly love gaming, use Game Pass as their primary access point, or work in the industry, they are a small portion of the audience. Most players do not have time to finish many games, let alone explore a large library. Increasing Ultimate’s price transforms what was once a “no brainer” subscription into one that will now cause churn, with players subscribing only when a few games interest them.
What was once Xbox Game Pass’s greatest strength, discoverability, is now much more limited. Even for those like myself who use Game Pass to explore day one titles beyond Microsoft’s own, it may be easier to buy that one intriguing indie outright or wait for it to reach a lower tier.
Microsoft promises to add at least 75 day one games in the coming year, which likely starts in November when the price increase takes effect. From November 2024 to what we already know is coming in October 2025, I counted 50 games. Fourteen are from Xbox teams or published by Xbox, while the other 36 are third-party. That means another 25 or so are still coming. It sounds great for enthusiasts, but for most players, it is just more games they may never play. With everything in life becoming more expensive, even with new additions, day one games may no longer be the irresistible draw they once were. Some may realize they rarely use the service and cancel entirely.
What’s Next for Xbox Game Pass?
Many will speculate about the true reason for the increase. Is it the losses on Call of Duty, concerns about sustainability, or simply a need for more revenue from Xbox?
At least PC Game Pass has now become the new best deal in gaming, though it requires capable hardware to enjoy. That advantage may shine even more with the upcoming ROG Xbox handhelds.
For me, the biggest question is one for anyone reading as well as a personal one. Will you keep your Ultimate subscription? Are you dropping down a tier? Or have you already canceled altogether? Phil Spencer promised at the end of the June Xbox Showcase that the heavy hitters are coming in 2026. Will Fable, Forza Horizon 6, Gears E-Day, and something Halo-related be enough?
It is hard to believe Xbox will soon celebrate its 25th anniversary. I still remember my dad buying me the original Xbox for my birthday in November 2001 with a bundle of Halo: Combat Evolved and NFL Fever 2002. My friends and I would stay up all night playing Halo system link matches. Since then, I have always had a strong attachment to the brand, through the highs of the Xbox 360, the missteps of the Xbox One, and now this strange Xbox Series X|S generation.
As someone who used to beg for trips to Blockbuster every week just to rent something new, Xbox Game Pass brought back that same joy of discovery. But with this latest price increase, I now have to ask myself if that experience is still worth it.
