Introduction
The Xbox Game Pass Ultimate price timeline tells a story of bold bets and rapid retreats.
In just six months, the service went from $19.99 to $29.99 and back down to $22.99. Along the way, Microsoft added Call of Duty day one. Then it removed that same benefit. The roller coaster left subscribers confused and frustrated.
This post lays out the exact timeline of every price change. You will see when each adjustment happened. Moreover, you will understand why Microsoft made each move. Finally, you will know exactly what you should pay today.
For the full overview of the current service, see our pillar post on Xbox Game Pass Ultimate . Meanwhile, for a deep dive into why the price hike failed, read our analysis of the Game Pass pricing rollback .
Before October 2025: The Golden Era
Before the turbulence began, Xbox Game Pass Ultimate enjoyed stable pricing.
From its launch through September 2025, Ultimate cost $19.99 per month. PC Game Pass was just $9.99. Subscribers considered this the best deal in gaming. The library grew steadily. First-party Xbox games arrived day one. Third-party titles rotated in and out regularly.
Then Microsoft acquired Activision Blizzard. The deal closed in late 2023. Call of Duty became an Xbox property. Everyone wondered the same thing. Would CoD join Game Pass day one? The answer came in 2025. It would. But that inclusion came with a steep price.
October 2025: The 50% Price Hike
The Xbox Game Pass Ultimate price timeline took a sharp turn in October 2025.
Microsoft raised Ultimate from $19.99 to $29.99 per month. That was a 50% increase. PC Game Pass jumped from $9.99 to $16.49. The company justified the hike with one word: Call of Duty. Starting with the 2025 release, new CoD titles would launch on Game Pass day one.
The reaction was swift and negative. Reddit threads exploded with complaints. X (formerly Twitter) flooded with cancellation announcements. Many subscribers felt betrayed. The service they loved had suddenly become a luxury expense.
Holiday 2025: The Backlash Intensifies
The Xbox Game Pass Ultimate price timeline shows the consequences of that October decision.
Gaming revenue fell 9% in the holiday quarter. Xbox content and services came in below internal projections. Cancellations reportedly “followed pretty quickly” after the price increase. Subscribers voted with their wallets.
Meanwhile, Microsoft was losing money on Call of Duty sales. The company reportedly sacrificed “more than $300 million in sales” by including the franchise at launch. Players who would have paid $70 simply subscribed for a month or two instead. The math did not work.
February 2026: New Leadership Arrives
The Xbox Game Pass Ultimate price timeline reached a turning point in February 2026.
Phil Spencer stepped down as Xbox CEO after nearly a decade. Asha Sharma took his place. She came from leadership roles at Meta and Instacart. She had no prior gaming industry experience. Consequently, she brought fresh eyes to the subscription problem.
Within weeks, a leaked memo revealed her thinking. “Short term, Game Pass has become too expensive for players,” she wrote. “We need a better value equation.” Change was coming.
April 21, 2026: The 23% Price Cut
The Xbox Game Pass Ultimate price timeline finally offered relief in April 2026.
Microsoft cut Ultimate from $29.99 to $22.99 per month. That was a 23% reduction. PC Game Pass dropped from $16.49 to $13.99. However, the cut came with a significant trade-off. New Call of Duty games would no longer arrive on Game Pass day one. Instead, they would join the library about a year later.
The lower tiers remained unchanged. Premium stayed at $14.99. Essential held at $9.99. For most subscribers, the math improved. They paid $84 less annually for Ultimate. Only Call of Duty diehards lost out.
What the Timeline Teaches Us
The Xbox Game Pass Ultimate price timeline offers clear lessons.
First, subscribers have limits. A 50% price hike was too much, too fast. Even with Call of Duty included, players refused to pay nearly $360 per year.
Second, not every blockbuster belongs in a subscription. Call of Duty was simply too valuable to give away. Microsoft learned that lesson the hard way.
Finally, new leadership can change direction quickly. Asha Sharma reversed course within two months. She prioritized sustainable value over aggressive growth.
For a look at where Xbox is headed next, read our profile of Asha Sharma and her Game Pass vision .
Conclusion
The Xbox Game Pass Ultimate price timeline shows a company learning from its mistakes.
Microsoft pushed too hard in October 2025. Subscribers pushed back. New leadership responded with a more affordable price and a more realistic content strategy. Today, Ultimate costs $22.99 per month. Call of Duty no longer arrives day one. For most players, that is a fair trade.
The roller coaster may not be over. Sharma has promised a “more flexible” Game Pass in the future. Stay tuned.