The Gaming Retailer Persists in Taking Pokes at Xbox, Promises to Keep Selling Game Pass at Previous Price

What has become a public relations challenge for the tech giant has become an excellent promotional chance for leading stores including GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are committing to sell 30-day memberships for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft recently announcing a price hike to $29.99 per month.

GameStop's Strategic Moves

GameStop, in particular, is leveraging the controversy to persuade users to purchase tangible copies. Since the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms.

A message recalled people that their choices included paying around 30 bucks a month to have no permanent access, or investing equally to keep a title permanently at GameStop. The brand also quoted news of the rate hike with the quip, "Welcome to GameStop." Arguably its bravest step is launching a campaign where it assures it will maintain selling Ultimate at the cheaper price point.

"Xbox Game Pass is still $19.99 with us," the message declares. "You're welcome. Available in-store and online."

Important Details

Frustratingly, obtaining twelve months would mean purchasing a dozen of these cards, or various three-month subscriptions, which are similarly offered for the lower price point right now. But taking this approach would remain more affordable than paying $360 annually, so it may be worth it for any Xbox fans who wish to continue their subscription just yet or subscribers who hesitate to face additional commercials.

Promotional Approach Breakdown

It's a great marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Drawing logical conclusions, but if all major retailers are adopting identical approaches, it's possibly due to 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 discounted supply might be available.

The Company's Reaction

Meanwhile, Xbox is engaged in crisis control. “We understand rate hikes are always difficult for anybody, but we're trying to reinforce by adding more value to these plans as well,” a company director stated. “It's something we consider seriously, and we're hearing community input of players and the community to work to offer them with additional requested features.”