🔗 Share this article GameStop Keeps Taking Jabs at Xbox, Vows to Maintain Pricing on Game Pass at Original Price What has emerged as a marketing headache for the Xbox creator has turned into a valuable marketing moment for major retailers like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are pledging to sell one-month passes for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft having declared a price hike to $29.99 per month. The Retailer's Clever Tactics GameStop, in particular, is taking advantage of the furor to persuade users to purchase physical games. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms. One post reminded people that their choices included paying around 30 bucks a month to own nothing, or spending the same to have lasting ownership at GameStop. They additionally referenced news of the rate hike with the comment, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it assures it will maintain selling Ultimate at the cheaper price point. "Xbox Game Pass is remaining at $19.99 with us," the post reads. "You're welcome. Offered at retail outlets and online." Important Details Unfortunately, getting a full year would mean purchasing a dozen of these cards, or several quarterly passes, which are similarly offered 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 aren't ready to cancel just yet or fans who aren't ready to handle increased advertising. Marketing Strategy Analysis It's a great marketing strategy for GameStop, as a prudent business move gets framed as kindness. Based on reasonable assumptions, but if every large store are following similar practices, it's likely because they have to clear out the existing inventory that comes displaying the "$19.99" number. This comes across as 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 faces crisis control. “We understand cost adjustments are typically unwelcome 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.”