Microsoft has announced a major shake-up to its Xbox Game Pass service, introducing new subscription tiers and raising the cost of its top plan, Game Pass Ultimate, to $29.99 per month, a 50% increase.
The move immediately drew criticism from gamers and competitors alike — with GameStop firing back on social media.
The Xbox website also reportedly crashed when it was flooded with traffic on its cancellation page.
Just a reminder that Game Pass was just $15 in 2023.
— Grummz (@Grummz) October 1, 2025
Since then:
$16.99 hike in July 2023
$19.99 hike in July 2024
$29.99 today. 50% jump.
That's crazy.
Xbox Game Pass Gets New Tiers
Since launching in 2017, Game Pass has offered players a subscription library of Xbox and PC titles. Microsoft says its goal is still to “deliver unmatched value” but now with more flexibility through three new plans:
- Essential ($9.99/month): Includes a curated catalog of 50+ games, cloud play, online multiplayer, and in-game perks.
- Premium ($14.99/month): Expands access to 200+ games across console, PC, and cloud, with titles like Diablo IV, Minecraft, and Hogwarts Legacy.
- Ultimate ($29.99/month): The biggest upgrade yet, with over 400 titles, more than 75 day-one releases each year (including Call of Duty: Black Ops 7 and The Outer Worlds 2), Ubisoft+ Classics, Fortnite Crew ($11.99 value), cloud streaming up to 1440p, and EA Play.
Microsoft says the changes reflect the growing library, added partner benefits, and improvements to cloud gaming, which has now officially left “beta.” Full details on xbox.com.
GameStop’s Response
Not everyone is celebrating the news. GameStop quickly capitalized on gamer frustration with a pointed post on X, featuring an image of its shelves lined with Xbox titles:
“Game Pass: $29.99 every month. Own nothing.
GameStop: Buy once. Own forever.
Math isn’t that hard.”
The jab highlights the ongoing debate between subscription models and physical ownership. For $29.99, GameStop argues you’re paying to rent games rather than own them permanently.
Game Pass: $29.99 every month. Own nothing.
— GameStop (@gamestop) October 1, 2025
GameStop: Buy once. Own forever.
Math isn’t that hard. https://t.co/ThUMcLZh6t pic.twitter.com/8WCrnS3kck
Welcome to GameStop. https://t.co/1bczMZbDuu
— GameStop (@gamestop) October 1, 2025
Industry Impact
The new Ultimate price is nearly double what Xbox Game Pass cost when it first launched, and critics say the $30 monthly fee puts it above competitors like PlayStation Plus Premium. However, Microsoft is banking on the inclusion of day-one releases, third-party partnerships, and cloud features to keep subscribers on board.
With players already expressing frustration online (getting more dislikes than likes on the Xbox announcement on YouTube), GameStop’s message resonated with those who still prefer physical copies and cheaper digital subscription pricing.
