🔗 Share this article

What has turned into a public relations challenge for the tech giant has turned into an excellent promotional chance for leading stores such as GameStop, Amazon, Walmart, Best Buy, and Target. These companies are vowing to sell monthly subscriptions for Xbox Game Pass Ultimate at the rate of $19.99, even after Microsoft just revealing a rate increase to $29.99 per month.

GameStop's Strategic Moves

GameStop, specifically, is taking advantage of the uproar to motivate customers to purchase tangible copies. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms.

One post reminded people that their options were paying around 30 bucks a month to possess no games, or spending the same to have lasting ownership at GameStop. They additionally referenced news of the price increase with the quip, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it vows to keep selling Ultimate at the lower cost.

"Xbox Game Pass is priced at just $19.99 with us," the announcement states. "You're welcome. Accessible at physical locations and online."

Practical Considerations

Annoyingly, getting a full year would mean buying twelve of these cards, or multiple 3-month cards, which are also selling for the discounted rate right now. But doing so would still be cheaper than paying $360 annually, so it might represent good value for any Xbox fans who wish to continue their subscription just yet or subscribers who hesitate to face additional commercials.

Marketing Strategy Analysis

It's a brilliant marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Based on reasonable assumptions, but if every large store are following similar practices, it's likely because they have to get rid of the current supply that comes printed with the "$19.99" number. This seems like a while supplies last type of situation, and it's unknown for what duration the cheaper stock might be available.

The Company's Reaction

Meanwhile, Xbox finds itself in crisis control. “We understand price increases are typically unwelcome for anybody, but we're attempting to strengthen by including extra features to these plans as well,” a Microsoft representative stated. “It's something we don't take lightly, and we're paying attention to responses of players and the community to try to provide them with more of what they're asking for.”