Canceled Game Pass? Xbox Now Greets Ex-Subscribers With Full-Screen Ads to Resubscribe
After Microsoft announced a 50% price increase for Xbox Game Pass Ultimate, many players began canceling their subscriptions. Instead of a quiet exit, some former subscribers are now seeing full-page and home-screen ads for Game Pass when they sign into their Xbox consoles.
What users see on Xbox home
Players who boot their Xbox after canceling Game Pass report seeing a full-page pop-up promoting the subscription. This kind of large promotional tile has appeared on Xbox before, but several users said it now appears immediately after they cancel the service.
Specifically, the pop-up is shown at sign-in and occupies a large portion of the home screen, which some users say makes it hard to navigate to their games. The pop-up image that circulated on social media was shared by a Microsoft observer and is available via the original post.
Xbox consoles are now getting a fullscreen Xbox Game Pass Ultimate ad at boot, just a day after a 50% price hike was announced pic.twitter.com/KFfzRF1DX3
— Tom Warren (@tomwarren) October 2, 2025
Emails and website reports
Microsoft also sent emails about Game Pass that emphasize the service’s value but do not mention the price increase, according to users who posted the messages online. One user reported receiving that email while still subscribed.
In addition, several people reported slow load times or trouble reaching Microsoft’s site while trying to cancel their subscriptions. That problem appeared to vary by region and time, and it improved for some users after initial reports of site instability.
For reference, community discussion about the email was shared on Reddit.
Labels and UI examples
Multiple home-screen areas now display Game Pass messaging. For example, game tiles may include the label “Available with Game Pass Ultimate and Premium”, which can take up significant space on the screen.
Because those labels appear both on games already installed and on items available through the service, some users say the UI can be confusing; it’s not always clear whether a tile represents a game they own or one they could access via Game Pass.
Industry context and ad-tier rumors
Industry observers note that major streaming services have moved to offer ad-supported tiers, and analysts have suggested an ad-supported or cheaper Game Pass tier is possible. Such a tier could be used to offset subscription churn, but Microsoft has not announced any confirmed plans.
Reporting on speculation and expert commentary about a potential ad tier can be found at GameSpot, and community rumor threads appear on ResetEra.
Recent additions to Game Pass
Microsoft recently added around 90 new games to Game Pass and introduced perks such as Fortnite Crew for subscribers. Those additions were announced before the price change and are part of the company’s ongoing effort to add value to the subscription tiers.
However, with some subscribers canceling after the price announcement, analysts say maintaining those offerings could become more difficult if the subscriber base shrinks. Therefore, further adjustments to Game Pass — whether pricing, tiers, or ad support — remain possibilities moving forward.
