The Gaming Retailer Persists in Taking Shots at Xbox, Promises to Keep Selling Game Pass at Old Price
What has become a marketing headache for the tech giant has turned into a golden PR opportunity for major retailers like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are committing to sell monthly subscriptions for Xbox Game Pass Ultimate at the cost of $19.99, despite Microsoft just revealing a cost adjustment to $29.99 per month.
GameStop's Marketing Plays
GameStop, especially, is leveraging the uproar to persuade users to purchase physical games. Following the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox on social media.
One post reminded people that their options were paying close to thirty dollars a month to have no permanent access, or using that amount to keep a title permanently at GameStop. The brand also quoted news of the cost rise with the quip, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it vows to keep selling Ultimate at the more affordable rate.
"Xbox Game Pass is priced at just $19.99 with us," the post reads. "You're welcome. Offered at retail outlets and online."
Practical Considerations
Annoyingly, securing annual access would mean purchasing a dozen of these cards, or various three-month subscriptions, which are likewise available 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 wish to continue their subscription just yet or users who aren't prepared to deal with more ads.
Business Tactics Examination
It's a brilliant marketing strategy for GameStop, as a prudent business move gets posed as benevolence. Drawing logical conclusions, but if each prominent seller are adopting identical approaches, it's likely because they have to clear out the old stock that comes printed with the "$19.99" number. This appears to be a while supplies last type of situation, and it's uncertain when the lower-priced inventory might be available.
Xbox's Position
Meanwhile, Xbox finds itself in crisis control. “We understand cost adjustments are never fun for anybody, but we're working to enhance by providing additional benefits to these plans as well,” an Xbox spokesperson 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.”