The Gaming Retailer Continues Taking Pokes at Xbox, Promises to Continue Offering Game Pass at Original Price
What has turned into a public relations challenge for the Xbox creator has become a golden PR opportunity for prominent sellers including GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are vowing to sell monthly subscriptions for Xbox Game Pass Ultimate at the cost of $19.99, even after Microsoft just revealing a rate increase to $29.99 per month.
The Retailer's Clever Tactics
GameStop, especially, is taking advantage of the furor to persuade users to purchase tangible copies. Following the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox on social media.
One post reminded people that their choices included paying nearly $30 a month to have no permanent access, or spending the same to have lasting ownership at GameStop. The brand also quoted news of the rate hike with the quip, "Welcome to GameStop." Perhaps its boldest move is launching a campaign where it assures it will maintain selling Ultimate at the cheaper price point.
"Xbox Game Pass is still $19.99 with us," the post reads. "You're welcome. Accessible at physical locations and online."
Key Factors
Annoyingly, getting a full year 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 continue to cost less than paying $360 annually, so it may be worth it for any Xbox fans who wish to continue their subscription just yet or users who aren't prepared to handle increased advertising.
Marketing Strategy Analysis
It's a great marketing strategy for GameStop, as a prudent business move gets presented as generosity. I'm taking an educated guess, but if every large store are doing the same thing, it's likely because they have to clear out the existing inventory 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 cheaper stock might be available.
The Company's Reaction
Meanwhile, Xbox faces crisis control. “We understand price increases are never fun for anybody, but we're trying to reinforce by providing additional benefits to these plans as well,” an Xbox spokesperson stated. “It's something we consider seriously, and we're paying attention to responses of players and the community to try to provide them with additional requested features.”
