Microsoft recently announced a substantial price increase for the Xbox Game Pass Ultimate subscription. Immediately, users reacted with overwhelming criticism. For example, on the social media platform X, most engagement showed negative reactions about the service’s value for the money.
The primary point of contention is the 50% price hike for Ultimate, moving the monthly cost from $19.99 to $29.99. Many users immediately characterized the new pricing as “insane” and an obvious signal that Microsoft has shifted from attracting new subscribers to extracting maximum revenue from its existing base.
Accusations of Greed and Value Loss
The widespread shock over the price increase led to a strong negative reaction, with many calling the new monthly cost “insane.” Specifically, a prevailing complaint is that the new features meant to justify the jump, like Ubisoft+ Classics and Fortnite Crew, feel unnecessary to most subscribers. As one user said: “A 50% price increase to have extras that I dont want? What the hell are they thinking.”
Accusations of greed and poor decisions were common among users. For instance, multiple users slammed Microsoft for making “shitt[y] decisions.” One commenter wrote: “Yup, they’ve shifted gear from attract mode to extract mode. Time to pay up.” This widespread negative feeling led to most people screenshoting them cancelling their subscription. Long-time fans expressed exhaustion, stating: “I’m tired Xbox” and “Xbox has lost its way.”
The new yearly cost was quickly calculated and compared to just buying games outright. As one comment put it: “For $360 for a year, anybody would rather just buy the games they want to buy.” This shows the service has lost its former appeal. Furthermore, the pricing issue is much worse in some regions because of disparities. For instance, while the US saw a 50% price jump, one user pointed out that the increase in Brazil is a staggering 100% saying: “Yeah, that’s not sustainable anymore.”
A minority of users did defend the price, arguing it is still a strong deal compared to rivals like PlayStation Plus, especially with the expanded game library. However, the overall mood remains one of exhaustion and resentment. This suggests Microsoft could see a notable drop in Ultimate subscribers if the new pricing structure stays in place.
