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What has become a brand nightmare for the tech giant has become an excellent promotional chance for leading stores such as 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, despite Microsoft just revealing a rate increase to $29.99 per month.

GameStop's Marketing Plays

GameStop, specifically, is capitalizing on the furor to motivate customers to purchase disc-based titles. After 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 investing equally to own something "forever" at GameStop. They additionally referenced news of the price increase with the quip, "Welcome to GameStop." Arguably its bravest step is starting a promotion where it promises to continue selling Ultimate at the lower cost.

"Xbox Game Pass is remaining at $19.99 with us," the message declares. "You're welcome. Accessible at physical locations and online."

Key Factors

Annoyingly, obtaining twelve months would mean buying twelve of these cards, or various three-month subscriptions, which are likewise available for the lower price point right now. But doing so 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 fans who aren't ready to face additional commercials.

Business Tactics Examination

It's an excellent marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. I'm taking an educated guess, but if each prominent seller are doing the same thing, it's likely because they have to clear out 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 cheaper stock might be available.

Microsoft's Response

Meanwhile, Xbox faces crisis control. “We understand cost adjustments are never fun 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 approach carefully, and we're hearing community input of players and the community to work to offer them with additional requested features.”