GameStop Persists in Taking Pokes at Xbox, Promises to Maintain Pricing on Game Pass at Old Price
What has turned into a marketing headache for the tech giant has transformed into a golden PR opportunity for major retailers such as GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are committing to sell monthly subscriptions for Xbox Game Pass Ultimate at the rate of $19.99, in spite of Microsoft having declared a cost adjustment to $29.99 per month.
GameStop's Strategic Moves
GameStop, specifically, is taking advantage of the controversy to persuade users to purchase tangible copies. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.
One post reminded people that their alternatives consisted of paying close to thirty dollars a month to own nothing, or spending the same to own something "forever" at GameStop. The company likewise cited news of the cost rise with the quip, "Welcome to GameStop." Perhaps its boldest move is launching a campaign where it promises to continue selling Ultimate at the more affordable rate.
"Xbox Game Pass is still $19.99 with us," the announcement states. "You're welcome. Available in-store and online."
Key Factors
Annoyingly, securing annual access would mean purchasing a dozen of these cards, or several quarterly passes, which are likewise available for the lower price point right now. But taking this approach would remain more affordable than paying $360 annually, so it may be worth it for any Xbox fans who don't want to pull the plug just yet or users who aren't prepared to deal with more ads.
Business Tactics Examination
It's an excellent marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Drawing logical conclusions, but if all major retailers are following similar practices, it's likely because they have to get rid of the old stock that comes printed 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.
Microsoft's Response
Meanwhile, Xbox finds itself in crisis control. “We understand rate hikes are never fun for anybody, but we're trying to reinforce by including extra features to these plans as well,” an Xbox spokesperson stated. “It's something we don't take lightly, and we're hearing community input of players and the community to try to provide them with additional requested features.”
