What has become a marketing headache for the tech giant has transformed into a valuable marketing moment for major retailers such as GameStop, Amazon, Walmart, Best Buy, and Target. These firms are pledging to sell monthly subscriptions for Xbox Game Pass Ultimate at the rate of $19.99, in spite of Microsoft recently announcing a rate increase to $29.99 per month.
GameStop's Marketing Plays
GameStop, especially, is taking advantage of the controversy to persuade users to purchase physical games. Following the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox on social media.
An update emphasized people that their options were paying close to thirty dollars a month to possess no games, or spending the same to own something "forever" at GameStop. The brand also quoted news of the rate hike with the comment, "Welcome to GameStop." Maybe its most daring action is launching a campaign where it assures it will maintain selling Ultimate at the lower cost.
"Xbox Game Pass is priced at just $19.99 with us," the message declares. "You're welcome. Available in-store and online."
Important Details
Unfortunately, securing annual access would mean purchasing a dozen of these cards, or several quarterly passes, which are likewise available for the discounted rate right now. But taking this approach would still be cheaper than paying $360 annually, so it could be beneficial for any Xbox fans who aren't ready to cancel just yet or users who aren't prepared to deal with more ads.
Business Tactics Examination
It's a brilliant marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Drawing logical conclusions, but if all major retailers are doing the same thing, it's probably since they have to get rid of the old stock that comes marked with the "$19.99" number. This appears to be a while supplies last type of situation, and it's unknown for what duration the discounted supply might be available.
Microsoft's Response
Meanwhile, Xbox is engaged in crisis control. “We understand cost adjustments are always difficult for anybody, but we're working to enhance by including extra features to these plans as well,” a company director stated. “It's something we consider seriously, and we're paying attention to responses of players and the community to work to offer them with increased desired content.”
