Game Pass Ad Tier Could Come Next Expert Says

Microsoft announced some significant changes for Xbox Game Pass today, headlined by a 50% price increase for Game Pass Ultimate, bringing it up to $30/month. But it may not be the last change for the service, according to at least one expert.

According to Niko Partners analyst Daniel Ahmad, Microsoft is betting that its console players stay loyal to Game Pass even at the higher price while the company continues to release more and more games on rival platforms like PS5 and Switch 2, in addition to its ongoing efforts in the PC market. Ahmad also suggested Microsoft could look at an ad-based tier for Game Pass to help the subscription service remain sustainable.

"The primary concern for Xbox at this time is managing the transition from a closed-console-based ecosystem to an open multi-device ecosystem. Console sales have dropped considerably, PC Game Pass uptake has been slow, and cloud is still seen as an extension of existing play, rather than a primary entry point," he said.