GameStop Continues Taking Jabs at Xbox, Vows to Maintain Pricing on Game Pass at Original Price
What has become a public relations challenge for the Xbox creator has become a valuable marketing moment for prominent sellers like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are committing to sell 30-day memberships for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft recently announcing a rate increase to $29.99 per month.
GameStop's Marketing Plays
GameStop, in particular, is leveraging the uproar to encourage people to purchase physical games. Since the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.
An update emphasized people that their alternatives consisted of paying around 30 bucks a month to own nothing, or using that amount to own something "forever" at GameStop. They additionally referenced news of the rate hike with the comment, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it assures it will maintain selling Ultimate at the more affordable rate.
"Xbox Game Pass is priced at just $19.99 with us," the announcement states. "You're welcome. Accessible at physical locations and online."
Important Details
Unfortunately, getting a full year would mean buying twelve of these cards, or various three-month subscriptions, which are also selling for the lower price point right now. But taking this approach would continue to cost less than paying $360 annually, so it could be beneficial for any Xbox fans who don't want to pull the plug just yet or users who aren't prepared to face additional commercials.
Promotional Approach Breakdown
It's an excellent marketing strategy for GameStop, as a smart commercial decision gets presented as generosity. Based on reasonable assumptions, but if each prominent seller are doing the same thing, it's likely because they have to get rid of the old stock that comes displaying the "$19.99" number. This seems like a while supplies last type of situation, and it's unclear how long 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 attempting to strengthen by including extra features to these plans as well,” a Microsoft representative stated. “It's something we approach carefully, and we're paying attention to responses of players and the community to attempt to deliver them with additional requested features.”
