The Gaming Retailer Persists in Taking Pokes at Xbox, Assures to Keep Selling Game Pass at Original Price
What has emerged as a brand nightmare for Microsoft has become a golden PR opportunity for leading stores like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are committing to sell monthly subscriptions for Xbox Game Pass Ultimate at the cost of $19.99, despite Microsoft having declared a cost adjustment to $29.99 per month.
The Retailer's Clever Tactics
GameStop, specifically, is leveraging the controversy to encourage people to purchase disc-based titles. Since the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.
An update emphasized people that their choices included paying around 30 bucks a month to own nothing, or spending the same to own something "forever" at GameStop. The brand also quoted news of the rate hike with the remark, "Welcome to GameStop." Arguably its bravest step is launching a campaign where it assures it will maintain selling Ultimate at the lower cost.
"Xbox Game Pass is priced at just $19.99 with us," the message declares. "You're welcome. Available in-store and online."
Practical Considerations
Annoyingly, getting a full year would mean acquiring multiple of these cards, or several quarterly passes, which are likewise available for the discounted rate right now. But taking this approach would remain more affordable than paying $360 annually, so it could be beneficial for any Xbox fans who wish to continue their subscription just yet or users who aren't prepared to deal with more ads.
Marketing Strategy Analysis
It's a great marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Based on reasonable assumptions, but if all major retailers are adopting identical approaches, it's likely because they have to clear out the current supply that comes displaying the "$19.99" number. This comes across as a while supplies last type of situation, and it's unknown for what duration the lower-priced inventory might be available.
Xbox's Position
Meanwhile, Xbox finds itself in crisis control. “We understand price increases are typically unwelcome for anybody, but we're working to enhance by including extra features to these plans as well,” an Xbox spokesperson stated. “It's something we approach carefully, and we're hearing community input of players and the community to work to offer them with additional requested features.”
