GameStop Keeps Taking Jabs at Xbox, Vows to Continue Offering Game Pass at Previous Price
What has turned into a marketing headache for Microsoft has become a golden PR opportunity for leading stores including GameStop, Amazon, Walmart, Best Buy, and Target. These companies are vowing to sell one-month passes for Xbox Game Pass Ultimate at the cost of $19.99, in spite of Microsoft having declared a cost adjustment to $29.99 per month.
GameStop's Strategic Moves
GameStop, in particular, is capitalizing on the furor 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.
An update emphasized people that their alternatives consisted of paying nearly $30 a month to own nothing, or spending the same to own something "forever" at GameStop. They additionally referenced news of the price increase with the quip, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it promises to continue selling Ultimate at the cheaper price point.
"Xbox Game Pass is remaining at $19.99 with us," the post reads. "You're welcome. Accessible at physical locations and online."
Key Factors
Unfortunately, obtaining twelve months would mean acquiring multiple of these cards, or several quarterly passes, which are also selling for the discounted rate right now. But taking this approach would remain more affordable than paying $360 annually, so it might represent good value for any Xbox fans who don't want to pull the plug just yet or subscribers who hesitate to handle increased advertising.
Marketing Strategy Analysis
It's a great marketing strategy for GameStop, as a prudent business move gets posed as benevolence. Drawing logical conclusions, but if all major retailers are doing the same thing, it's possibly due to they have to clear out the current supply that comes displaying the "$19.99" number. This seems like a while supplies last type of situation, and it's unknown for what duration the discounted supply might be available.
Xbox's Position
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,” a company director stated. “It's something we consider seriously, and we're hearing community input of players and the community to attempt to deliver them with additional requested features.”
