The Gaming Retailer Continues Taking Pokes at Xbox, Assures to Continue Offering Game Pass at Old Price

What has become a marketing headache for the tech giant has transformed into a valuable marketing moment for prominent sellers like GameStop, Amazon, Walmart, Best Buy, and Target. These firms are committing to sell 30-day memberships for Xbox Game Pass Ultimate at the rate of $19.99, even after Microsoft having declared a rate increase to $29.99 per month.

GameStop's Strategic Moves

GameStop, specifically, is taking advantage of the furor to persuade users to purchase disc-based titles. After the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.

An update emphasized people that their choices included paying around 30 bucks a month to possess no games, or investing equally to have lasting ownership at GameStop. The company likewise cited news of the cost rise with the remark, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it assures it will maintain selling Ultimate at the cheaper price point.

"Xbox Game Pass is remaining at $19.99 with us," the announcement states. "You're welcome. Offered at retail outlets and online."

Practical Considerations

Frustratingly, securing annual access would mean purchasing a dozen of these cards, or various three-month subscriptions, which are likewise available for the reduced cost right now. But following this method would still be cheaper than paying $360 annually, so it could be beneficial for any Xbox fans who don't want to pull the plug just yet or fans who aren't ready to face additional commercials.

Marketing Strategy Analysis

It's a brilliant marketing strategy for GameStop, as a smart commercial decision gets framed as kindness. I'm taking an educated guess, but if each prominent seller are adopting identical approaches, it's probably since they have to dispose of the current supply that comes marked with the "$19.99" number. This comes across as a while supplies last type of situation, and it's unknown for what duration the lower-priced inventory might be available.

The Company's Reaction

Meanwhile, Xbox is engaged in crisis control. “We understand price increases are always difficult for anybody, but we're trying to reinforce by providing additional benefits to these plans as well,” an Xbox spokesperson stated. “It's something we approach carefully, and we're paying attention to responses of players and the community to work to offer them with additional requested features.”