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What has turned into a public relations challenge for the tech giant has become a valuable marketing moment for major retailers like GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the rate of $19.99, even after Microsoft recently announcing a rate increase to $29.99 per month.

GameStop's Marketing Plays

GameStop, especially, is taking advantage of the controversy to motivate customers to purchase disc-based titles. Since the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.

A message recalled people that their options were paying close to thirty dollars a month to possess no games, or spending the same to keep a title permanently at GameStop. The company likewise cited news of the rate hike with the comment, "Welcome to GameStop." Perhaps its boldest move is starting a promotion where it assures it will maintain selling Ultimate at the more affordable rate.

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

Practical Considerations

Frustratingly, getting a full year would mean buying twelve of these cards, or various three-month subscriptions, which are also selling for the reduced cost right now. But doing so would still be cheaper than paying $360 annually, so it might represent good value for any Xbox fans who don't want to pull the plug just yet or subscribers who hesitate to face additional commercials.

Marketing Strategy Analysis

It's a brilliant marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Based on reasonable assumptions, but if all major retailers are doing the same thing, it's possibly due to they have to clear out the current supply that comes displaying 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.

The Company's Reaction

Meanwhile, Xbox faces crisis control. “We understand price increases are always difficult for anybody, but we're working to enhance by providing additional benefits 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 work to offer them with increased desired content.”