I can't say I'm surprised to see Gamepass get a price hike; it always seemed like it was in the loss leader stage to try to grow market share.

I wonder what the reasoning was to institute the hike now, though, since I'm not sure how strong their market share actually is on it.

My theory is that either:

• Microsoft is tired of footing the bill and expects results now
• Microsoft/ Xbox think they have enough market share, so it is time to stop cultivating and time to start harvesting

My understanding is they are still releasing new Series S models, which are basically just Gamepass machines; so I would expect they are not happy with their current market share (though corporations literally never are), which makes me think it's the former option, not the latter.

All that being said, I wonder how much the price can increase before the value proposition of Gamepass is moot. Right now 20 USD a month doesn't sound bad as long as you're playing at least one new game a month, but I wonder how much more room there is in the price before the number of games you would need to play becomes unreasonable.

Personally, I've never been a fan of the Gamepass model since I like owning my games physically (it's the main reason I prefer console to PC), so I don't have much of a horse in this race; but I will be interested to see what becomes of Gamepass in the long term.