Microsoft is raising Xbox Game Pass Ultimate prices by £8 monthly in the UK while continuing to ignore one of subscribers’ most requested features: a family sharing plan. The October 2025 price increase comes nearly three years after Microsoft tested a family plan in limited markets, leaving multi-console households with cumbersome workarounds that restrict simultaneous gameplay.
The Missing Family Plan
Microsoft’s latest Xbox Game Pass changes include a significant price increase but no solution for families seeking to share subscriptions across multiple devices. The service’s current sharing mechanism requires designating a single “home console,” limiting gameplay to one user at a time and restricting library access to just two accounts. For households with multiple Xbox Series X|S consoles, PCs, or handheld devices, this creates substantial limitations.
Industry analyst Daniel Ahmad notes that “family sharing represents one of the biggest untapped opportunities in gaming subscriptions.” Microsoft previously tested Xbox Game Pass Friends & Family in Ireland and Colombia in 2022, allowing up to five users to share a single subscription. However, the company never expanded the program beyond these test markets. According to Microsoft’s official announcement, the current changes focus on adding Fortnite Crew benefits rather than addressing family sharing needs.
Microsoft’s Evolving Position
Xbox head Phil Spencer acknowledged the demand for family plans in a December 2023 interview with Windows Central’s Jez Corden, stating the feature remained “on the roadmap.” Spencer emphasized the complexity of creating “a value proposition for creators and for players” that would make Game Pass sustainable for both Microsoft and its publishing partners. Nearly two years later, subscribers are still waiting for concrete action.
Microsoft’s approach contrasts sharply with competitors like Apple, which offers straightforward family sharing across its ecosystem. The technology giant’s Q4 2025 earnings report showed continued growth in Game Pass subscriptions, suggesting the service remains profitable without family plans. However, community feedback on platforms like Xbox’s UserVoice forum indicates strong ongoing demand for family options, with thousands of votes supporting such features.
The Practical Limitations
Current Game Pass sharing creates significant practical challenges for families. When one family member plays a Game Pass title, others cannot access different Game Pass games simultaneously. This means a parent playing Black Ops 6 would block a child from playing Forza Horizon 5, requiring separate game purchases for concurrent gameplay. The system also prevents remote multiplayer sessions between family members using the same subscription.
Research from the Entertainment Software Association shows that 75% of American households have at least one gamer, with family gaming becoming increasingly common. Microsoft’s current approach forces multi-gamer households to choose between purchasing multiple subscriptions or dealing with access limitations. With the new £8 monthly increase, the cost of individual subscriptions becomes increasingly prohibitive for families.
Industry Context and Future Outlook
The gaming industry has increasingly embraced family sharing models, with services like Nintendo Switch Online offering family plans that support up to eight accounts. Even streaming services like Netflix and Spotify have implemented robust family sharing options, setting consumer expectations that Microsoft has yet to meet in the gaming space.
Microsoft’s continued reluctance may stem from complex licensing agreements with game publishers. As noted in the GamesIndustry.biz analysis, publishers often receive compensation based on individual user engagement, creating financial complications for shared accounts. However, with the Xbox ecosystem expanding to include cloud gaming and PC access, the absence of a comprehensive family plan becomes increasingly conspicuous.
References:
Microsoft Xbox Game Pass Update Announcement: https://news.xbox.com/en-us/2025/09/30/xbox-game-pass-october-2025-update/
Microsoft Investor Relations: https://www.microsoft.com/en-us/investor/earnings/fy-2025-q4/index.html
Xbox UserVoice Forum: https://xbox.uservoice.com/forums/908503-xbox-game-pass
Entertainment Software Association Research: https://www.theesa.com/research/2025-essential-facts-about-the-video-game-industry/
Nintendo Switch Online Family Membership: https://www.nintendo.com/us/switch/online/family-membership/
GamesIndustry.biz Analysis: https://www.gamesindustry.biz/articles/2025-09-15-the-challenges-of-game-subscription-family-plans
