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What has turned into a public relations challenge for the tech giant has become a golden PR opportunity for major retailers including GameStop, Amazon, Walmart, Best Buy, and Target. These companies are committing 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, especially, is leveraging the uproar to encourage people to purchase tangible copies. Following the October 1 announcement, GameStop has made several digs at Microsoft and Xbox through digital channels.

An update emphasized people that their alternatives consisted of 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 cost rise with the comment, "Welcome to GameStop." Maybe its most daring action is starting a promotion where it vows to keep selling Ultimate at the lower cost.

"Xbox Game Pass is still $19.99 with us," the message declares. "You're welcome. Available in-store and online."

Practical Considerations

Annoyingly, securing annual access would mean acquiring multiple of these cards, or multiple 3-month cards, which are similarly offered for the reduced cost right now. But taking this approach would still be cheaper 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 fans who aren't ready to face additional commercials.

Marketing Strategy Analysis

It's an excellent marketing strategy for GameStop, as a wise corporate action gets framed as kindness. I'm taking an educated guess, but if every large store are adopting identical approaches, it's likely because 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 unclear how long the discounted supply might be available.

The Company's Reaction

Meanwhile, Xbox is engaged in crisis control. “We understand cost adjustments are never fun for anybody, but we're working to enhance by adding more value to these plans as well,” a Microsoft representative stated. “It's something we don't take lightly, and we're hearing community input of players and the community to work to offer them with additional requested features.”