Xbox Game Pass Ultimate Ads Are Being Shoved in Players’ Faces After Price Increase

We’re not far removed from Microsoft’s controversial business decision to hike the price of Xbox Game Pass Ultimate by 50%. People have barely had time to digest the huge jump before being pelted with Xbox Game Pass Ultimate adverts when they boot up their consoles.

Xbox raising Game Pass Ultimate’s price by 50% will be talked about until everyone is blue in the face. It’s a staggering increase, even if it does include changes like many new games and Fortnite Battle Passes being included in Game Pass Ultimate. Many of you have canceled your subscription as a result, but Microsoft isn’t going away without a fight.

Microsoft Wants You to Subscribe to Xbox Game Pass Ultimate

An overview of Xbox Game Pass

Is it value for money anymore? Image via Xbox

There’s a good chance you will be met by a full-screen advert for Xbox Game Pass Ultimate if you start up your Xbox console.

As shown by Tom Warren, if you turn on your Xbox and just want to play a game, you might be greeted with a full-on ad showing you all the glorious benefits of Xbox Game Pass Ultimate.

It neglects to mention the new $29.99 per month price tag. The fact that it took less than 24 hours from the Game Pass price hike is telling—have more people canceled their subscription than Microsoft was expecting, or is this all part of the company’s plan?

It’s unclear if this is a one-time ad or if you have to get used to this screen every time you boot up your Xbox.