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What has turned into a brand nightmare for Microsoft has turned into an excellent promotional chance for leading stores including GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the cost of $19.99, despite Microsoft just revealing a cost adjustment to $29.99 per month.

GameStop's Strategic Moves

GameStop, especially, is leveraging the furor to encourage people to purchase physical games. Following the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.

A message recalled people that their choices included paying nearly $30 a month to own nothing, or using that amount to own something "forever" at GameStop. The company likewise cited news of the price increase with the remark, "Welcome to GameStop." Maybe its most daring action is initiating an offer where it vows to keep selling Ultimate at the cheaper price point.

"Xbox Game Pass is still $19.99 with us," the announcement states. "You're welcome. Available in-store and online."

Important Details

Frustratingly, obtaining twelve months would mean purchasing a dozen of these cards, or various three-month subscriptions, which are similarly offered for the discounted rate right now. But taking this approach would continue to cost less 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 handle increased advertising.

Marketing Strategy Analysis

It's an excellent marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Based on reasonable assumptions, but if each prominent seller are doing the same thing, it's possibly due to they have to get rid of the existing inventory that comes marked with the "$19.99" number. This comes across as a while supplies last type of situation, and it's unclear how long the cheaper stock might be available.

Microsoft's Response

Meanwhile, Xbox is engaged in crisis control. “We understand price increases 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 don't take lightly, and we're paying attention to responses of players and the community to attempt to deliver them with more of what they're asking for.”