Microsoft raised Xbox Game Pass Ultimate prices on October 1, though one retailer is determined to keep the old rates.
The increase sees prices rise from £14.99 to £22.99 in the UK and $19.99 to $29.99 in the U.S., a 53.33% jump in the UK, adding up to £96 more per year, just one year after the July 2024 hike.
However, GameStop has committed to selling Xbox Game Pass Ultimate at the previous $19.99 monthly rate, both in-store and online, making it the best place to avoid the new price rise.
The deal is only available in the U.S., due to digital codes requiring a U.S. address, and no UK or EU retailer has matched the deal to date.
Xbox Game Pass has three tiers: Essential, Premium, and Ultimate. Essential offers 50+ games and online play, Premium adds 200+ titles and cloud gaming, while the Ultimate plan includes 400+ games, day-one releases, Ubisoft+ Classics, Fortnite Crew, improved cloud streaming, and higher rewards value.
Microsoft said: “With the latest upgrades, Ultimate is now priced at $29.99/month, reflecting the expanded catalog, new partner benefits, and upgraded cloud gaming experience.”
Along with the announcement, Microsoft has added over 45 new games to Game Pass, including Hogwarts Legacy on Ultimate and Premium tiers, plus many other games.
The announcement comes amid widespread backlash from players online. X user @johniibo said: “I have been an Xbox Game Pass Ultimate subscriber since it was available. I have officially cancelled it. $30 per month is wild.”
Much of the criticism comes from the perception that games are already too expensive and subscription services like Game Pass were marketed as a cheaper, “best value” option. Many players now feel the price rise makes it unaffordable, undermining the original promise and fueling backlash.
This has led players to praise GameStop for sticking to the ‘original’ pricing, such as X user @obrandoncollins, who said: “GameStop firing back at Xbox for hiking the price of Game Pass Ultimate to $30/mo.
“I commend GameStop for their undeserving grace and mercy on gamers.”
The surge in cancellations caused the Xbox subscription cancellation website to become overloaded, reflecting widespread backlash from the community.
The BBC reported that Microsoft’s recent price increases may be connected to its plan to invest billions in artificial intelligence.
The new pricing took effect for new subscribers on October 1, while existing subscribers have until November 4 before the increase applies.
Words by Libby Jennings
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