GameStop Continues Taking Jabs at Xbox, Assures to Maintain Pricing on Game Pass at Original Price
What has become a marketing headache for Microsoft has become a valuable marketing moment for major retailers like GameStop, Amazon, Walmart, Best Buy, and Target. These firms are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the rate of $19.99, in spite of Microsoft having declared a price hike to $29.99 per month.
The Retailer's Clever Tactics
GameStop, specifically, is capitalizing on the uproar to encourage people to purchase physical games. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox on social media.
An update emphasized people that their options were paying close to thirty dollars 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 remark, "Welcome to GameStop." Perhaps its boldest move is launching a campaign where it vows to keep selling Ultimate at the cheaper price point.
"Xbox Game Pass is priced at just $19.99 with us," the announcement states. "You're welcome. Offered at retail outlets and online."
Important Details
Unfortunately, obtaining twelve months would mean purchasing a dozen of these cards, or several quarterly passes, which are likewise available for the lower price point right now. But following this method would continue to cost less than paying $360 annually, so it could be beneficial for any Xbox fans who aren't ready to cancel just yet or users who aren't prepared to handle increased advertising.
Marketing Strategy Analysis
It's an excellent marketing strategy for GameStop, as a wise corporate action gets posed as benevolence. Based on reasonable assumptions, but if all major retailers are following similar practices, it's likely because they have to dispose of the current supply 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 lower-priced inventory might be available.
Microsoft's Response
Meanwhile, Xbox is engaged in 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 approach carefully, and we're paying attention to responses of players and the community to work to offer them with additional requested features.”
