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What has become a brand nightmare for the tech giant has become a valuable marketing moment for prominent sellers including GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell monthly subscriptions for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft having declared a price hike to $29.99 per month.

GameStop's Marketing Plays

GameStop, specifically, is capitalizing on the uproar to persuade users to purchase disc-based titles. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox through digital channels.

One post reminded people that their options were paying close to thirty dollars a month to possess no games, or investing equally to own something "forever" at GameStop. The brand also quoted news of the cost rise with the remark, "Welcome to GameStop." Arguably its bravest step is starting a promotion where it assures it will maintain selling Ultimate at the more affordable rate.

"Xbox Game Pass is still $19.99 with us," the announcement states. "You're welcome. Offered at retail outlets and online."

Important Details

Annoyingly, getting a full year would mean purchasing a dozen of these cards, or multiple 3-month cards, which are also selling for the lower price point right now. But following this method would still be cheaper than paying $360 annually, so it may be worth it for any Xbox fans who wish to continue their subscription just yet or subscribers who hesitate to handle increased advertising.

Promotional Approach Breakdown

It's an excellent marketing strategy for GameStop, as a prudent business move gets framed as kindness. Based on reasonable assumptions, but if every large store are doing the same thing, it's likely because they have to get rid of the existing inventory that comes marked with the "$19.99" number. This seems like a while supplies last type of situation, and it's uncertain when the cheaper stock might be available.

The Company's Reaction

Meanwhile, Xbox finds itself in crisis control. “We understand price increases are always difficult for anybody, but we're trying to reinforce by adding more value to these plans as well,” an Xbox spokesperson stated. “It's something we consider seriously, and we're listening to the feedback of players and the community to try to provide them with increased desired content.”