“The price hike will see the base Game Pass subscription increase from $9.99 (£7.99) to $10.99 (£8.99) a month in the US and UK, while the Game Pass Ultimate subscription will increase to $16.99 (£12.99). Luckily, the $9.99 (£7.99) price tag for PC players is staying the same.”
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They should be careful not to exceed the price limit that turns people from “whatever, I’ll just stay subscribed for now even if I don’t use it” to "Oh what is that unnecessary expense there on my bank statement? I feel for me it would be an increase from 9,99 to something like 15€.