The world of gaming has been abuzz with the news that Xbox Game Pass Ultimate has lost a substantial number of subscribers following a price increase in October 2025. This change, which saw the monthly fee rise from $19.99 to $29.99, has had a profound impact on the service's user base.

Xbox Chief Strategy Officer Matthew Ball recently confirmed that the price hike led to the loss of millions of subscribers, a revelation that comes as no surprise given the significant outcry from the gaming community at the time of the announcement.

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  • The price increase for Xbox Game Pass Ultimate and PC Game Pass was met with widespread criticism from gamers and industry insiders alike.
  • Millions of subscribers have cancelled their memberships in response to the new pricing model.
  • Xbox is likely to face increased competition from other gaming services that offer more competitive pricing options.
  • The company will need to reassess its strategy to win back lost subscribers and attract new users to the platform.

Source: Pure Xbox