Game Pass subscription cancelled? Looks like Microsoft is testing new ways to keep players in the Xbox ecosystem.
Microsoft could be preparing a major shake-up to its gaming ecosystem, as reports suggest the company is testing a new ad-supported version of Xbox Cloud Gaming. The move comes at a time when the tech giant is facing scrutiny over rising subscription costs and shifting strategies around its popular Xbox Game Pass service.
According to a report by Tom Warren of The Verge, Microsoft has begun internal tests for an ad-supported model that would let players stream certain titles for free. The system reportedly includes short pre-roll ads before each session, allowing users to access selected games without an active Game Pass subscription.
The version currently being trialed includes around two minutes of advertising before each game, with sessions limited to one hour and up to five hours of free play per month. Players may be able to stream games they already own, as well as titles available during Xbox Free Play Days and older Xbox Retro Classics. Microsoft is said to be preparing a public beta for the feature, which would launch across PC, Xbox consoles, handhelds, and web browsers.
Testing new ground for Xbox Cloud Gaming
The reported tests come as Microsoft continues to fold Xbox Cloud Gaming deeper into its subscription plans. The service has recently exited beta, now offering improved 1440p streaming quality and a wider range of supported devices.
The ad-supported model also follows Microsoft’s recent Game Pass overhaul. The Ultimate plan rose from $19.99 to $29.99 a month, an increase of $120 a year, alongside the introduction of new Premium and Essential tiers. To coincide with the higher prices, Microsoft expanded its day-one release line-up to 75 games per year and added Fortnite Crew and Ubisoft+ Classics to its benefits.
The company also removed the 10 percent discount on DLC previously offered to Ultimate subscribers, replacing it with a new Microsoft Rewards system. The revised pricing took effect for new users on 1 October, with existing subscribers set to follow on 4 November. Alongside the changes, more than 45 new titles, including Hogwarts Legacy, were added to the Game Pass library.
Microsoft has not yet confirmed when the ad-supported Xbox Cloud Gaming tier will enter public testing, but early trials suggest a wider rollout could be on the horizon in the coming months.
