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Microsoft is holding off on applying a previously announced price hike for Xbox Game Pass Ultimate to existing subscribers in several countries, even though new customers will still face the updated rates. The pause affects markets including Austria, Germany, Ireland, Israel, Korea, Poland, and India.
What’s Changing and What’s Delayed
Last week, Microsoft revealed a substantial price increase for Game Pass Ultimate subscriptions. But now the company clarifies that while new users will see those rates starting October 1, current auto-renewing customers in the nations mentioned will continue at their original price at least for now.
Microsoft states that the price hike won’t impact existing subscribers as long as they remain on an auto-renew plan. Canceling and re-subscribing would subject a customer to the new rates.
Which Markets Are Affected
The delay applies to select international markets. According to Microsoft’s message, the United States and United Kingdom are *not* currently affected by this deferment those markets will follow the original update schedule.
In Ireland, for example, users who are renewing will continue paying the older €17.99 rate instead of being bumped to €26.99 immediately. Microsoft also commits to giving existing users at least 60 days notice before any future price changes take effect.
Why Microsoft Made the Change
This adjustment may be driven by regulatory requirements or consumer backlash in certain markets. To avoid sudden sticker shock, Microsoft is giving loyalty to established users while still implementing the new pricing for incoming subscribers.
Delaying for existing users also softens the PR impact of the hike, and gives Microsoft flexibility to better manage transitions across multiple global markets.
What Users Should Do
If you're in one of the affected countries and already subscribe to Game Pass Ultimate, do not cancel your plan if your auto-renew is active doing so may force you onto the new, higher pricing tier. Keep an eye on email notifications from Microsoft about further changes.
For new customers, expect to pay the updated rates starting October 1 or at next billing, depending on region. Always check the pricing page in your region before purchasing.
Long-Term Implications for Subscription Services
Microsoft’s move highlights how subscription revenue models can be sensitive to consumer expectations and market dynamics. Gradual transitions, grandfathered pricing, and market-specific rollout strategies may become more common as subscription fatigue grows.
For competitors and streaming services, this shows the importance of balancing monetization ambitions with user retention strategies in global markets.
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