Xbox Tests Dynamic Pricing for Game Pass

A personalized approach for every customer.

Microsoft appears to have started experimenting with dynamic pricing for Xbox Game Pass by offering individual users personalized subscription discounts. This is not a general price cut for the service, but rather temporary offers that can vary from one player to another.

Reddit user synthlov3r brought this unusual system to light. They were offered a 12-month Xbox Game Pass Ultimate subscription for $16.09 per month, after which the price would return to the standard $22.99 per month.

Other users in the discussion thread reported similar offers, but with different price points. Specifically, some received the option to pay $18 or $20 per month during their first year of subscription.

The circumstances surrounding how the discounts were obtained also proved notable. A user from the United States shared that they had used Game Pass for about two years in total, but went nearly a month without an active subscription shortly before the offer appeared. When they opened the Game Pass page again, Microsoft presented them with a personalized price, prompting them to consider returning to the service.