The Gaming Retailer Keeps Taking Pokes at Xbox, Promises to Keep Selling Game Pass at Old Price
What has turned into a public relations challenge for Microsoft has become an excellent promotional chance for leading stores including GameStop, Amazon, Walmart, Best Buy, and Target. These companies are pledging to sell monthly subscriptions for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft having declared a rate increase to $29.99 per month.
GameStop's Strategic Moves
GameStop, in particular, is capitalizing on the controversy to persuade users to purchase disc-based titles. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox on social media.
A message recalled people that their alternatives consisted of paying nearly $30 a month to have no permanent access, or using that amount to own something "forever" at GameStop. The company likewise cited news of the price increase with the remark, "Welcome to GameStop." Maybe its most daring action 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."
Key Factors
Annoyingly, getting a full year would mean buying twelve of these cards, or various three-month subscriptions, which are similarly offered for the discounted rate right now. But doing so would continue to cost less than paying $360 annually, so it could be beneficial for any Xbox fans who aren't ready to cancel just yet or fans who aren't ready to face additional commercials.
Marketing Strategy Analysis
It's a great marketing strategy for GameStop, as a smart commercial decision gets presented as generosity. Drawing logical conclusions, but if every large store are doing the same thing, it's possibly due to they have to get rid of the old stock that comes marked with the "$19.99" number. This seems like a while supplies last type of situation, and it's unknown for what duration the lower-priced inventory might be available.
Xbox's Position
Meanwhile, Xbox is engaged in crisis control. “We understand rate hikes are typically unwelcome for anybody, but we're trying to reinforce by providing additional benefits to these plans as well,” a Microsoft representative stated. “It's something we consider seriously, and we're listening to the feedback of players and the community to work to offer them with increased desired content.”
