The Gaming Retailer Persists in Taking Shots at Xbox, Assures to Maintain Pricing on Game Pass at Original Price
What has emerged as a public relations challenge for the tech giant has become a golden PR opportunity for prominent sellers like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the price of $19.99, in spite of Microsoft recently announcing a cost adjustment to $29.99 per month.
GameStop's Marketing Plays
GameStop, especially, is leveraging the uproar to encourage people to purchase disc-based titles. Following the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox through digital channels.
An update emphasized people that their choices included paying close to thirty dollars a month to have no permanent access, or using that amount to keep a title permanently at GameStop. They additionally referenced news of the rate hike with the remark, "Welcome to GameStop." Perhaps its boldest move is launching a campaign where it promises to continue selling Ultimate at the cheaper price point.
"Xbox Game Pass is still $19.99 with us," the announcement states. "You're welcome. Accessible at physical locations and online."
Key Factors
Annoyingly, securing annual access would mean acquiring multiple of these cards, or various three-month subscriptions, which are similarly offered for the reduced cost 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 users who aren't prepared to handle increased advertising.
Business Tactics Examination
It's a great marketing strategy for GameStop, as a prudent business move gets presented as generosity. I'm taking an educated guess, but if each prominent seller are doing the same thing, it's possibly due to they have to clear out the current supply that comes printed with the "$19.99" number. This appears to be 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 never fun for anybody, but we're attempting to strengthen by including extra features to these plans as well,” an Xbox spokesperson stated. “It's something we consider seriously, and we're listening to the feedback of players and the community to attempt to deliver them with increased desired content.”