Microsoft’s Calculated Gamble on Gamers With Price Increases

Originally posted on Total Apex Gaming | By David Gilbert | Last updated Oct 2, 2025 6:38 PM ET

Microsoft recently announced a fifty percent price increase for Xbox Game Pass Ultimate. Now, the company is defending its decision, while acknowledging the frustration players are feeling. Dustin Blackwell, Microsoft’s director of gaming and platform communications, discussed the move in an interview. Did the company make this decision to raise their prices lightly?

Microsoft Defends the Ultimate Price Jump

According to Blackwell, Microsoft doesn’t take such actions without careful consideration. He explained that the company is actively listening to player feedback. Additionally, he assured Xbox users that more value will be added to the service to justify the new cost. Furthermore, Blackwell highlighted several benefits that the service now offers across its various tiers, pointing to multiple factors, including:

significant expansion of the game library
improvements to cloud gaming
the increased number of day one releases

Specifically, Blackwell mentioned that Xbox subscribers now get access to more than seventy-five day one releases every single year. How does this record compare to last year’s offerings? To be accurate, this new number represents a fifty percent increase over the number of day one titles provided the previous year. Blackwell also stated the updated subscription price would make more sense with the inclusion of Ubisoft+ Classics and Fortnite Crew perks.

The Premium Price for Pixelated Pleasures

Microsoft & Xbox logos courtesy of Microsoft

Sadly, Microsoft’s Ultimate plan isn’t the only content that’s getting an increase, as it also raised the price for PC Game Pass, with its monthly cost moving from a monthly pay of $11.99 to $16.49. Despite this price increase, both PC Game Pass and Ultimate subscribers will continue receiving day-one releases for new games. For subscribers on the lower-cost Console plan, however, the first-party Xbox games become available for purchase roughly one year after their launch, though major titles like Call of Duty are excluded.

Does this new pricing structure still offer enough value for the average gamer? Unfortunately, many players will question whether the expanded library and additional perks make the higher monthly expense worth paying. The community reaction has been mixed, with some understanding the need for an increase while others feel the jump is simply too steep.

Microsoft clearly believes the perceived value of its service will outweigh the financial sting of the new prices, given its response to the backlash. The company emphasizes its commitment to adding more content and features that players have requested. Will the current subscriber base be okay with this new strategy, or will the price increases drive them away? Only time will tell if gamers decide the benefits are worth the extra cost.

This article first appeared on Total Apex Gaming and was syndicated with permission.

More must-reads: