Experts say

Microsoft announced some Big changes to Xbox Game Passup 50% of the title of Game Pass Ultimate, up to $30 per month. But this may not be the last change to the service, according to at least one expert.

According to Niko Partners analyst Daniel AhmadMicrosoft dares to bet that its console players remain loyal to games even at higher prices, while the company continues to release more and more games on rival platforms such as PS5 and Switch 2, in addition to its ongoing efforts in the PC market. Ahmad also suggested that Microsoft could consider playing game passes at the speed of advertising to help subscription services remain sustainable.

“At present, the main problem with Xbox is managing the transition from a closed ecosystem to an open multi-device ecosystem. Console sales have dropped significantly, PC games are being absorbed very slowly, and the cloud is still seen as an extension of existing games, rather than a major entry point,” he said.

Ahmed added: “Microsoft is making a bet here that its existing console base is still loyal to the gaming pass (or current price), and it hopes to boost growth for PC, PS5 and Switch 2 with the first day/night port of full price.”

The game passes the advertising layer?

Against this backdrop, can Microsoft's game pass remain sustainable? Ahmed said this was a “big problem”. Ahmed said the company may seek various sources to help develop gaming passes in the future, including the introduction of an ad-supported layer.

“The biggest question in the future is whether the gaming pass can be a sustainable product and how best to engage that audience. At least this will require a lower cost of entry (essential) and only experiment with cloud, support or mobile-first offerings,” he said.

The game pass is expected to continue to develop over time, but what Ahmad said, like the ad layer, has yet to be seen. How ad-based gaming passes work is unknown. Back in 2012, Square Enix launched an ad-based streaming game service called CoreOnline Because the players were not absorbed enough, they were killed 15 months later.

Currently, the price of the Game Pass Ultimate has risen from $20 per month to $30, while the price of the Core and Standard tiers has been renamed “Essentials and Premium” (no price increases). To increase the price, Ultimate Subscriber is Getting Fortnite Crew and Ubisoft+ Classics Add to their membership, as well More games.

Game Pass Eltimate and PC Game Pass price increases before launch Call of Duty: Black Ops 7 November. Given that this is This year's game pass will be more expensive.