🔗 Share this article

What has emerged as a marketing headache for the tech giant has become an excellent promotional chance for prominent sellers such as GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are vowing to sell monthly subscriptions for Xbox Game Pass Ultimate at the rate of $19.99, even after Microsoft recently announcing a rate increase to $29.99 per month.

GameStop's Marketing Plays

GameStop, in particular, is taking advantage of the furor to persuade users to purchase physical games. Following the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox on social media.

One post reminded people that their choices included paying around 30 bucks a month to own nothing, or spending the same to own something "forever" 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. Available in-store and online."

Key Factors

Annoyingly, getting a full year would mean acquiring multiple of these cards, or various three-month subscriptions, which are also selling for the discounted rate right now. But following this method would remain more affordable than paying $360 annually, so it might represent good value for any Xbox fans who aren't ready to cancel just yet or users who aren't prepared to handle increased advertising.

Promotional Approach Breakdown

It's a brilliant marketing strategy for GameStop, as a smart commercial decision gets presented as generosity. Drawing logical conclusions, but if all major retailers are following similar practices, it's possibly due to they have to dispose of the existing inventory that comes printed 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.

Microsoft's Response

Meanwhile, Xbox is engaged in crisis control. “We understand rate hikes are typically unwelcome for anybody, but we're attempting to strengthen by adding more value 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 attempt to deliver them with increased desired content.”