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What has turned into a marketing headache for Microsoft has turned into a golden PR opportunity for major retailers such as GameStop, Amazon, Walmart, Best Buy, and Target. These firms are vowing to sell 30-day memberships for Xbox Game Pass Ultimate at the price of $19.99, despite Microsoft just revealing a price hike to $29.99 per month.

GameStop's Marketing Plays

GameStop, in particular, is leveraging the uproar to persuade users to purchase physical games. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.

An update emphasized people that their options were paying nearly $30 a month to possess no games, or using that amount to keep a title permanently at GameStop. They additionally referenced news of the rate hike with the quip, "Welcome to GameStop." Maybe its most daring action is initiating an offer where it vows to keep selling Ultimate at the more affordable rate.

"Xbox Game Pass is still $19.99 with us," the message declares. "You're welcome. Offered at retail outlets and online."

Important Details

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 taking this approach would remain more affordable than paying $360 annually, so it could be beneficial for any Xbox fans who wish to continue their subscription just yet or subscribers who hesitate to face additional commercials.

Marketing Strategy Analysis

It's a great marketing strategy for GameStop, as a smart commercial decision gets presented as generosity. Drawing logical conclusions, but if every large store are doing the same thing, it's likely because they have to get rid of the old stock that comes printed with the "$19.99" number. This appears to be a while supplies last type of situation, and it's unclear how long the discounted supply might be available.

Xbox's Position

Meanwhile, Xbox finds itself in crisis control. “We understand cost adjustments are always difficult for anybody, but we're attempting to strengthen by providing additional benefits to these plans as well,” an Xbox spokesperson stated. “It's something we approach carefully, and we're hearing community input of players and the community to work to offer them with more of what they're asking for.”