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What has turned into a public relations challenge for the tech giant has transformed into an excellent promotional chance for leading stores such as GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are vowing to sell 30-day memberships 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, specifically, is capitalizing on the controversy to encourage people to purchase disc-based titles. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.

An update emphasized people that their alternatives consisted of paying close to thirty dollars a month to possess no games, or using that amount to keep a title permanently at GameStop. They additionally referenced news of the cost rise with the remark, "Welcome to GameStop." Arguably its bravest step is launching a campaign where it vows to keep selling Ultimate at the more affordable rate.

"Xbox Game Pass is remaining at $19.99 with us," the post reads. "You're welcome. Available in-store and online."

Important Details

Unfortunately, getting a full year would mean purchasing a dozen of these cards, or multiple 3-month cards, which are similarly offered for the discounted rate right now. But following this method would remain more affordable than paying $360 annually, so it could be beneficial for any Xbox fans who don't want to pull the plug just yet or fans who aren't ready to deal with more ads.

Business Tactics Examination

It's an excellent marketing strategy for GameStop, as a prudent business move gets framed as kindness. I'm taking an educated guess, but if all major retailers are doing the same thing, it's probably since they have to get rid of the current supply that comes displaying the "$19.99" number. This seems like a while supplies last type of situation, and it's uncertain when the lower-priced inventory 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 trying to reinforce 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 attempt to deliver them with increased desired content.”