Xbox Tests Dynamic Pricing in Game Pass

A personalized approach to each customer.

Microsoft appears to have started experimenting with dynamic pricing for Xbox Game Pass, offering individual users personalized subscription discounts. This is not about a general reduction in service cost, but rather temporary offers that may vary from player to player.

The unusual system was noticed by user synthlov3r on Reddit. They were offered Xbox Game Pass Ultimate for $16.09 per month for a period of 12 months, after which the cost would return to the standard $22.99 per month.

Other users in the discussion reported similar offers, but at different prices. In particular, some were given the opportunity to pay $18 or $20 per month during the first year of subscription.

The circumstances under which the discount was received also proved to be telling. A user from the USA said that they had used Game Pass for about two years in total, but shortly before the offer appeared, they had not had an active subscription for almost a month. When they reopened the Game Pass page, Microsoft offered them a personalized price, after which they considered returning to the service.