What has turned into a marketing headache for the tech giant has become a valuable marketing moment for prominent sellers like 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.
GameStop's Strategic Moves
GameStop, specifically, is taking advantage of the uproar to motivate customers to purchase disc-based titles. Following the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.
A message recalled people that their alternatives consisted of paying close to thirty dollars a month to have no permanent access, or spending the same to keep a title permanently at GameStop. They additionally referenced news of the rate hike with the remark, "Welcome to GameStop." Perhaps its boldest move is launching a campaign 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. Available in-store and online."
Important Details
Unfortunately, obtaining twelve months would mean buying twelve of these cards, or multiple 3-month cards, which are similarly offered for the discounted rate right now. But following this method would still be cheaper than paying $360 annually, so it might represent good value for any Xbox fans who wish to continue their subscription just yet or subscribers who hesitate to face additional commercials.
Business Tactics Examination
It's a brilliant 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 adopting identical approaches, it's probably since they have to get rid of 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 uncertain when the lower-priced inventory might be available.
The Company's Reaction
Meanwhile, Xbox is engaged in crisis control. “We understand cost adjustments are always difficult for anybody, but we're attempting to strengthen by adding more value 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 more of what they're asking for.”
