Introduction
When Xbox Game Pass launched in June 2017, it was a steal: $9.99 per month for over 100 games, including every new Microsoft first‑party title on day one. Fast‑forward to 2026, and the flagship Game Pass Ultimate tier now costs $29.99 per month – a 200% increase. This Game Pass price history guide traces every price change, tier introduction, and strategic shift from the service’s birth to the present day. Understanding this history is essential for grasping why Xbox CEO Asha Sharma just admitted the service has become “too expensive”.
For a complete overview of the current crisis, read our main guide: Xbox CEO Admits Game Pass Is ‘Too Expensive’ .
The Launch Era (2017‑2019) – Game Pass for Console
Xbox Game Pass first appeared on Xbox One in June 2017 at $9.99 / month. It offered a rotating library of over 100 games, including Microsoft’s own first‑party titles on day one – a revolutionary move. In 2018, Microsoft added Game Pass for PC at $9.99/month, but the library was smaller and updates were inconsistent.
Key milestones:
- June 2017: Console Game Pass launches ($9.99)
- March 2018: Game Pass for PC beta begins
- January 2019: Microsoft announces that all future first‑party games (Gears 5, Halo Infinite, etc.) will launch on Game Pass day one.
No price changes occurred during this period. The service was in growth mode, and Microsoft was willing to subsidise it to attract subscribers.
The Ultimate Tier and First Price Hike (2020‑2023)
September 2020: Microsoft introduced Game Pass Ultimate at $14.99/month, bundling Game Pass for Console, Game Pass for PC, and Xbox Live Gold. This became the flagship tier, and for many gamers, it was still excellent value.
March 2021: Microsoft quietly raised the price of Game Pass for Console from $9.99 to $10.99 (a 10% increase). Game Pass Ultimate remained $14.99.
June 2023: The first significant hike. Microsoft raised Game Pass Ultimate from $14.99 to $16.99 (13% increase). Game Pass for Console went from $10.99 to $12.99. The PC tier also rose to $11.99. Microsoft cited “increasing costs of delivering content” – primarily the addition of more third‑party day‑one games.
For more on how these increases compare to competitors, see our Game Pass vs PS Plus vs Nintendo guide.
The Call of Duty Effect (2024‑2025)
October 2024: Following Microsoft’s acquisition of Activision Blizzard, speculation grew that Call of Duty would join Game Pass. Microsoft held off, instead introducing a $4 price increase for Ultimate in select European markets as a test.
October 2025: The bombshell. Microsoft announced a 50% price hike for Game Pass Ultimate – from $16.99 to $29.99 per month. Simultaneously, it restructured tiers:
| New Tier | Price | What’s Included |
|---|---|---|
| Essential | $9.99 | Online multiplayer, small rotating library (no day‑one games) |
| Premium | $14.99 | Larger library, some day‑one titles, no Call of Duty |
| Ultimate | $29.99 | Full library, all day‑one titles (including Call of Duty), EA Play, Ubisoft Classics |
| PC Game Pass | $16.50 | PC‑focused library, includes Call of Duty on PC |
The justification: adding the entire Call of Duty franchise (annual releases, plus back catalogue) significantly increased Microsoft’s licensing costs. However, many subscribers felt the value proposition had broken.
The Aftermath – Subscriber Backlash and Sharma’s Memo
Within weeks of the October 2025 price hike, social media and forums filled with complaints. Some long‑time subscribers cancelled their Ultimate subscriptions, downgrading to Essential or Premium. Microsoft did not release official subscriber numbers, but analysts noted a slowdown in growth.
In April 2026, newly appointed Xbox CEO Asha Sharma acknowledged the problem in a leaked memo: “Short term, Game Pass has become too expensive for players, so we need a better value equation.” She promised a “more flexible system” in the future – possibly an ad‑supported tier or a Netflix bundle.
For more on potential solutions, see our Game Pass future: ad tier and Netflix bundle guide.
Comparison Table – Game Pass Price Timeline (2017‑2026)
| Date | Event | Price Change | Cumulative Increase (Ultimate) |
|---|---|---|---|
| June 2017 | Console Game Pass launch | $9.99 (Console) | – |
| Sept 2020 | Ultimate tier introduced | $14.99 | – |
| March 2021 | Console price bump | $10.99 | – |
| June 2023 | Ultimate hike | $16.99 | +13% |
| Oct 2024 | European test hike | – | – |
| Oct 2025 | Ultimate jumps to $29.99 | +50% | +100% from 2020 |
| April 2026 | Sharma memo admits “too expensive” | – | – |
Real‑World Applications of the Price History
- For subscribers: Understanding the trend helps you decide which tier (if any) offers value for your gaming habits.
- For Microsoft: The price history shows a clear tension between adding high‑cost content (Call of Duty) and retaining price‑sensitive customers.
- For industry analysts: The 50% hike in 2025 is a case study in how platform holders test consumer elasticity.
- For competitors: Sony and Nintendo are watching closely to see if Microsoft walks back the increases or doubles down.
FAQ Section
Q1: What was the original price of Xbox Game Pass?
A: When it launched in June 2017, Console Game Pass cost $9.99 per month. Game Pass Ultimate did not exist yet.
Q2: When did Game Pass Ultimate become $29.99?
A: In October 2025, Microsoft raised Ultimate from $16.99 to $29.99 – a 50% increase.
Q3: Why did Game Pass become so expensive?
A: The primary driver was the addition of the Call of Duty franchise to the service, which increased Microsoft’s licensing costs significantly.
Q4: Has Game Pass ever lowered its price?
A: No. Prices have only increased over time. However, CEO Asha Sharma has hinted at more flexible, lower‑cost tiers in the future (e.g., ad‑supported).
Conclusion
The Game Pass price history shows a service that began as a phenomenal deal and gradually transformed into a premium product that even its own CEO admits is “too expensive”. From $9.99 for a single console library to $29.99 for an all‑in‑one Ultimate tier, the increases have been steady and significant. The addition of Call of Duty tipped the scales, but it also forced Microsoft to confront a fundamental question: how much is too much? Sharma’s promise of a “more flexible system” suggests that the next chapter of Game Pass pricing may finally offer relief – or at least more choices – for budget‑conscious gamers.
Next step: Explore the broader industry pricing crunch in our Gaming subscription pricing crunch guide.