Xbox explains Game Pass Ultimate price hike to $30: Call of Duty was a determining factor

The arrival of the saga to the service directly influenced the increase in price.

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The price of Xbox Game Pass has been one of the most debated topics in recent months, and now the reason behind one of its most significant price hikes is starting to become clear. According to available information, Xbox raised the cost of Game Pass Ultimate to $30 per month in October 2025, and one of the main factors was the inclusion of Call of Duty in the service.

The decision didn’t go unnoticed at the time, but now it fits better into the company’s overall strategy.

Call of Duty changed the balance of Xbox Game Pass

The inclusion of a powerful franchise like Call of Duty, owned by Activision Blizzard, represented a significant leap in the value of the service… but also in its costs.

Adding a title of this caliber implies:

• Greater investment in licenses and distribution
• Increased perceived value of the service
• Necessity to adjust the price to maintain balance

This move explains why Xbox opted to increase the price of its most comprehensive plan, which already generated debate among players at the time.

Additionally, this context connects with recent statements by Asha Sharma, who has acknowledged that the service needs to improve its value for money. This opens the door to possible changes in the future, both in prices and in the structure of its plans.

For now, it’s clear that the arrival of major franchises has a direct impact on the service model, and Call of Duty has been one of the most important factors in that evolution.