The Gaming Retailer Continues Taking Jabs at Xbox, Vows to Maintain Pricing on Game Pass at Old Price
What has emerged as a brand nightmare for Microsoft has turned into a golden PR opportunity for prominent sellers like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell one-month passes for Xbox Game Pass Ultimate at the cost of $19.99, in spite of Microsoft just revealing a price hike to $29.99 per month.
The Retailer's Clever Tactics
GameStop, specifically, is capitalizing on the furor 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 options were paying close to thirty dollars a month to have no permanent access, or spending the same to have lasting ownership at GameStop. The brand also quoted news of the cost rise with the comment, "Welcome to GameStop." Arguably its bravest step is starting a promotion where it vows to keep selling Ultimate at the more affordable rate.
"Xbox Game Pass is still $19.99 with us," the message declares. "You're welcome. Offered at retail outlets and online."
Practical Considerations
Unfortunately, securing annual access would mean purchasing a dozen of these cards, or various three-month subscriptions, which are also selling for the reduced cost right now. But taking this approach would remain more affordable than paying $360 annually, so it might represent good value for any Xbox fans who wish to continue their subscription just yet or fans who aren't ready to face additional commercials.
Promotional Approach Breakdown
It's an excellent marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Based on reasonable assumptions, but if all major retailers are doing the same thing, it's likely because they have to clear out the current supply that comes printed with the "$19.99" number. This comes across as a while supplies last type of situation, and it's uncertain when the discounted supply might be available.
Microsoft's Response
Meanwhile, Xbox finds itself in crisis control. “We understand rate hikes are always difficult 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 consider seriously, and we're listening to the feedback of players and the community to try to provide them with increased desired content.”
