The Gaming Retailer Continues Taking Pokes at Xbox, Assures to Maintain Pricing on Game Pass at Original Price

What has emerged as a brand nightmare for Microsoft has transformed into a golden PR opportunity for leading stores like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are committing to sell 30-day memberships for Xbox Game Pass Ultimate at the cost of $19.99, despite Microsoft recently announcing a rate increase to $29.99 per month.

GameStop's Strategic Moves

GameStop, in particular, is leveraging the furor to motivate customers to purchase disc-based titles. Following the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox through digital channels.

An update emphasized people that their options were paying close to thirty dollars a month to have no permanent access, or investing equally to have lasting ownership at GameStop. The brand also quoted news of the price increase with the comment, "Welcome to GameStop." Arguably its bravest step is starting a promotion where it vows to keep selling Ultimate at the more affordable rate.

"Xbox Game Pass is remaining at $19.99 with us," the post reads. "You're welcome. Available in-store and online."

Practical Considerations

Annoyingly, obtaining twelve months would mean acquiring multiple of these cards, or multiple 3-month cards, which are likewise available for the discounted rate right now. But taking this approach would continue to cost less than paying $360 annually, so it could be beneficial for any Xbox fans who wish to continue their subscription just yet or users who aren't prepared to deal with more ads.

Marketing Strategy Analysis

It's an excellent marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Based on reasonable assumptions, but if each prominent seller are adopting identical approaches, it's possibly due to they have to dispose of the existing inventory that comes printed with the "$19.99" number. This appears to be a while supplies last type of situation, and it's unclear how long the discounted supply might be available.

Xbox's Position

Meanwhile, Xbox faces crisis control. “We understand cost adjustments are always difficult for anybody, but we're working to enhance by providing additional benefits to these plans as well,” a company director stated. “It's something we don't take lightly, and we're listening to the feedback of players and the community to try to provide them with additional requested features.”