GameStop Keeps Taking Shots at Xbox, Assures to Continue Offering Game Pass at Previous Price

What has become a marketing headache for the Xbox creator has turned into a golden PR opportunity for prominent sellers including 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.

GameStop's Marketing Plays

GameStop, especially, is leveraging the controversy to persuade users to purchase disc-based titles. Following the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox through digital channels.

One post reminded people that their choices included paying close to thirty dollars a month to possess no games, or spending the same to own something "forever" at GameStop. The brand also quoted news of the price increase with the comment, "Welcome to GameStop." Maybe its most daring action is starting a promotion where it assures it will maintain selling Ultimate at the more affordable rate.

"Xbox Game Pass is remaining at $19.99 with us," the post reads. "You're welcome. Available in-store and online."

Important Details

Annoyingly, getting a full year would mean buying twelve of these cards, or several quarterly passes, which are similarly offered for the lower price point right now. But following this method would continue to cost less than paying $360 annually, so it may be worth it for any Xbox fans who don't want to pull the plug just yet or users who aren't prepared to handle increased advertising.

Marketing Strategy Analysis

It's an excellent marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Based on reasonable assumptions, but if each prominent seller are doing the same thing, it's probably since they have to clear out the existing inventory that comes displaying the "$19.99" number. This comes across as a while supplies last type of situation, and it's unclear how long the cheaper stock might be available.

Xbox's Position

Meanwhile, Xbox faces crisis control. “We understand price increases are always difficult for anybody, but we're attempting to strengthen by adding more value to these plans as well,” a Microsoft representative stated. “It's something we consider seriously, and we're paying attention to responses of players and the community to attempt to deliver them with increased desired content.”