The Gaming Retailer Continues Taking Shots at Xbox, Assures to Continue Offering Game Pass at Original Price
What has turned into a brand nightmare for the tech giant has transformed into a golden PR opportunity for leading stores like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are pledging to sell one-month passes for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft having declared a rate increase to $29.99 per month.
GameStop's Marketing Plays
GameStop, in particular, is leveraging the uproar to persuade users to purchase disc-based titles. Following the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.
An update emphasized people that their choices included paying close to thirty dollars a month to possess no games, or using that amount to own something "forever" at GameStop. The brand also quoted news of the cost rise with the comment, "Welcome to GameStop." Maybe its most daring action is initiating an offer where it promises to continue selling Ultimate at the cheaper price point.
"Xbox Game Pass is priced at just $19.99 with us," the message declares. "You're welcome. Offered at retail outlets and online."
Practical Considerations
Unfortunately, obtaining twelve months would mean buying twelve of these cards, or several quarterly passes, which are likewise available for the discounted rate right now. But following this method would still be cheaper than paying $360 annually, so it may be worth it for any Xbox fans who aren't ready to cancel just yet or fans who aren't ready to face additional commercials.
Business Tactics Examination
It's a brilliant marketing strategy for GameStop, as a wise corporate action gets framed as kindness. Drawing logical conclusions, but if each prominent seller are adopting identical approaches, it's likely because they have to clear out the current supply that comes marked with the "$19.99" number. This seems like a while supplies last type of situation, and it's unclear how long the lower-priced inventory might be available.
Microsoft's Response
Meanwhile, Xbox finds itself in crisis control. “We understand rate hikes are never fun for anybody, but we're working to enhance by including extra features to these plans as well,” a Microsoft representative 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 additional requested features.”