🔗 Share this article

What has become a public relations challenge for the Xbox creator has transformed into a golden PR opportunity for major retailers including GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are committing to sell one-month passes for Xbox Game Pass Ultimate at the cost of $19.99, even after Microsoft just revealing a cost adjustment to $29.99 per month.

GameStop's Strategic Moves

GameStop, specifically, is leveraging the controversy to motivate customers to purchase tangible copies. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms.

A message recalled people that their alternatives consisted of paying close to thirty dollars a month to possess no games, or spending the same to own something "forever" at GameStop. They additionally referenced news of the price increase with the comment, "Welcome to GameStop." Perhaps its boldest move is launching a campaign where it assures it will maintain selling Ultimate at the more affordable rate.

"Xbox Game Pass is still $19.99 with us," the announcement states. "You're welcome. Available in-store and online."

Key Factors

Frustratingly, obtaining twelve months would mean buying twelve of these cards, or several quarterly passes, which are also selling for the reduced cost right now. But taking this approach would remain more affordable than paying $360 annually, so it could be beneficial for any Xbox fans who don't want to pull the plug just yet or fans who aren't ready to face additional commercials.

Promotional Approach Breakdown

It's a brilliant marketing strategy for GameStop, as a prudent business move gets presented as generosity. 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 appears to be a while supplies last type of situation, and it's unclear how long the lower-priced inventory might be available.

The Company's Reaction

Meanwhile, Xbox faces crisis control. “We understand rate hikes are typically unwelcome for anybody, but we're trying to reinforce by adding more value to these plans as well,” a Microsoft representative stated. “It's something we don't take lightly, and we're listening to the feedback of players and the community to attempt to deliver them with more of what they're asking for.”