GameStop Continues Taking Shots at Xbox, Promises to Continue Offering Game Pass at Previous Price

What has become a public relations challenge for Microsoft has transformed into an excellent promotional chance for leading stores like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the cost of $19.99, even after Microsoft having declared a price hike to $29.99 per month.

The Retailer's Clever Tactics

GameStop, specifically, is capitalizing on the furor to encourage people to purchase physical games. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox through digital channels.

A message recalled people that their options were paying around 30 bucks a month to have no permanent access, or using that amount to keep a title permanently at GameStop. They additionally referenced news of the cost rise with the comment, "Welcome to GameStop." Perhaps its boldest move is initiating an offer where it assures it will maintain selling Ultimate at the more affordable rate.

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

Important Details

Annoyingly, securing annual access would mean acquiring multiple of these cards, or several quarterly passes, which are also selling for the lower price point 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 don't want to pull the plug just yet or subscribers who hesitate to deal with more ads.

Promotional Approach Breakdown

It's a great marketing strategy for GameStop, as a prudent business move gets presented as generosity. Based on reasonable assumptions, but if each prominent seller are following similar practices, it's probably since they have to clear out 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 unclear how long the cheaper stock might be available.

The Company's Reaction

Meanwhile, Xbox faces crisis control. “We understand price increases are typically unwelcome for anybody, but we're attempting to strengthen by including extra features to these plans as well,” a company director stated. “It's something we don't take lightly, and we're hearing community input of players and the community to attempt to deliver them with additional requested features.”