Microsoft is raising the price of its Xbox Game Pass Ultimate subscription again and rebranding some of its Xbox Game Pass plans. Starting today, Game Pass Ultimate will be priced at $29.99 per month instead of $19.99 — a 50 percent increase. Microsoft is attempting to justify the price hike with a variety of upgrades across all of its Xbox Game Pass tiers.

Xbox Game Pass Core is being rebranded to Xbox Game Pass Essential, and the Standard plan is now Xbox Game Pass Premium.

“What’s new for everyone across all three Xbox Game Pass plans is bigger game libraries, including PC games across each of the plans,” explains Dustin Blackwell, director of gaming and platform communications at Microsoft, in a briefing with The Verge. “There is also unlimited cloud gaming, which is new to Essential

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