Xbox Game Pass Price Hike Ignites Outrage in Cost-Sensitive Brazil, Greece, and South America

Microsoft’s recent Xbox Game Pass price increases and rebranding have sparked significant backlash, particularly in emerging markets like Brazil, Greece, and South Africa, where price hikes have hit hardest—some exceeding 100% compared to a 50% increase in the U.S.

Promotional artwork for Microsoft's Xbox Game Pass (image source: Xbox)

Effective October 1, 2025, Xbox Game Pass Ultimate, which includes console, PC, and cloud gaming, rose from $19.99 to $29.99 per month in the U.S. Microsoft justified the hike with additions like Ubisoft+ Classics, Fortnite Crew, and a commitment to 75 day-one titles annually. However, in regions with lower purchasing power, the increases feel disproportionately steep.

In Brazil, Game Pass Ultimate nearly doubled from R$59.99 to R$119.90 per month (~$11 to $22 USD), equating to roughly 8% of the country’s 1,500 BRL monthly minimum wage. Other tiers, like Essential (formerly Core), rose 25% to R$43.90, and Premium (Standard) climbed 33% to R$59.90. Features like 1440p cloud streaming remain unavailable in Brazil, adding to subscriber frustration.

In Greece, Game Pass Ultimate now costs €26.99 (~$31 USD), aligning with prices in higher-income countries like Germany, despite Greece’s average income being half as much and lacking cloud streaming access. South Africa saw a 75% jump, with Ultimate rising from R200 to R350 per month, a significant burden given the region’s median income.

Gamers worldwide, particularly in these regions, have taken to platforms like X to express dismay, with many, as noted by Paul Tassi, canceling subscriptions. The price hikes, coupled with limited feature access, highlight Microsoft’s challenge in balancing global pricing with regional economic realities.

As Microsoft pushes for profitability amid 2025 layoffs and project cancellations in its Xbox division, these changes risk alienating subscribers in cost-sensitive markets, potentially leading to a first-time decline in subscriber numbers.

Rahim Amir Noorali - Tech Writer
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