Xbox Game Pass has gone through major changes recently, and many fans aren’t happy. While the subscription service now includes additional benefits, players must pay significantly more to access them. These adjustments, according to industry experts, are designed to ensure long-term profitability as Microsoft transitions to a multi-platform strategy.
Currently, Game Pass is divided into three tiers: Essential, Premium, and Ultimate, each with different perks. But according to analyst Daniel Ahmad of Niko Partners, Microsoft may introduce an even more controversial change in the future.
Xbox Game Pass May Include Ads, Says Analyst
Following the recent restructuring, Game Pass Ultimate became much more expensive at $29.99 USD ($449 MXN) per month, adding perks like Fortnite Crew and Ubisoft+ Classics. More affordable tiers are available, but with limited offerings.
Daniel Ahmad believes Microsoft will rely on console players to stick with Game Pass despite the price hike, while expanding the service across other platforms through day-one ports and late full-price releases.
The analyst notes that Microsoft’s biggest challenge is shifting from a closed console ecosystem to an open, multi-device model. To sustain Game Pass long-term, Ahmad suggests the company may need to experiment with cheaper plans supported by ads, cloud-only offerings, or mobile-first subscriptions.
“At a minimum, that will require a lower entry price (Essential) and experimentation with ad-supported or mobile-prioritized offers,” said Ahmad.
While this is speculation, it’s not an unlikely scenario. Ad-supported models have proven successful for Netflix, Prime Video, and Spotify. However, implementing ads in gaming could be far more complicated.
Ad-Supported Gaming Isn’t New
The concept isn’t entirely untested. In 2012, Square Enix launched Coreonline, a streaming service with ads. But it shut down just 15 months later due to poor reception.
If Microsoft does launch a Game Pass plan with ads, it could significantly increase subscriber numbers, but it also risks alienating players further—especially as fans are already upset about the recent restructuring and price hikes.
Backlash from the Community
Players have reacted negatively to Game Pass changes, with many voicing frustration on social media. The #CancelGamePass hashtag gained traction, and reports suggest the Xbox support website faced outages as users rushed to cancel their memberships.
Despite the backlash, Microsoft stands firm on its decision, banking on new games and added perks to justify the higher prices. Still, the future of Game Pass remains uncertain, and adding ads could spark even more controversy.
Would you pay for an ad-supported Game Pass tier if it meant cheaper access? Let us know in the comments.
Stay updated with LEVEL UP.
