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What has become a public relations challenge for Microsoft has turned into an excellent promotional chance for leading stores such as GameStop, Amazon, Walmart, Best Buy, and Target. These companies are vowing to sell 30-day memberships for Xbox Game Pass Ultimate at the rate of $19.99, in spite of Microsoft having declared a rate increase to $29.99 per month.

GameStop's Strategic Moves

GameStop, specifically, is capitalizing on the furor to encourage people to purchase disc-based titles. After the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms.

One post reminded people that their options were paying nearly $30 a month to possess no games, or investing equally to have lasting ownership at GameStop. They additionally referenced news of the cost rise with the quip, "Welcome to GameStop." Maybe its most daring action is launching a campaign where it vows to keep selling Ultimate at the lower cost.

"Xbox Game Pass is priced at just $19.99 with us," the post reads. "You're welcome. Offered at retail outlets and online."

Important Details

Annoyingly, getting a full year would mean acquiring multiple of these cards, or various three-month subscriptions, which are also selling for the discounted rate right now. But taking this approach would still be cheaper than paying $360 annually, so it may be worth it for any Xbox fans who aren't ready to cancel just yet or users who aren't prepared to face additional commercials.

Marketing Strategy Analysis

It's a great marketing strategy for GameStop, as a prudent business move gets posed as benevolence. I'm taking an educated guess, but if every large store are doing the same thing, it's likely because they have to get rid of the current supply that comes marked with the "$19.99" number. This seems like a while supplies last type of situation, and it's unknown for what duration the lower-priced inventory might be available.

The Company's Reaction

Meanwhile, Xbox faces crisis control. “We understand cost adjustments are always difficult for anybody, but we're attempting to strengthen by including extra features to these plans as well,” a Microsoft representative stated. “It's something we approach carefully, and we're listening to the feedback of players and the community to work to offer them with additional requested features.”