Microsoft Raises Xbox Prices Up to 43% in Europe and UK Ahead of GTA 6 Launch

Microsoft has raised Xbox Series X and Series S console prices across the European Union and the United Kingdom, effective August 2026. The increases are steep across the board: in the EU, the entry-level Xbox Series S (512GB) now costs €499.99, up from €349.99 — a 43% jump — while the flagship Xbox Series X now sits at €799.99. UK buyers face similarly large increases, with the Series X climbing to £669.99 and the Series S 512GB edition rising from £299.99 to £429.99. Microsoft cited rising storage and memory component costs as the reason for the adjustments, and warned that prices could climb further if component costs continue to increase.

The timing is particularly notable for GTA 6 fans in the region. Grand Theft Auto VI is scheduled for release on November 19, 2026, exclusively on PlayStation 5 and Xbox Series X|S, meaning European and British players who still need to pick up a current-generation console are now facing a meaningfully higher barrier to entry. For context, the cheapest path to playing GTA 6 on Xbox in Europe — the Series S — has gone from roughly €350 to €500, placing it within striking distance of a PlayStation 5.

Microsoft is not alone in adjusting hardware prices ahead of the holiday season; Sony has also signaled that a PS5 price increase is possible, though no new Sony pricing has yet been announced for Europe. Nintendo similarly raised Switch 2 prices in select markets earlier this year. For European GTA 6 fans who have not yet committed to a platform, the calculus around console choice has shifted considerably with Xbox hardware now commanding a premium it did not carry just weeks ago.