What’s become a brand nightmare for Microsoft has turned into a golden PR opportunity for retailers like GameStop, Amazon, Walmart, Best Buy, and Target. Those major retail stores are committing to selling monthly subscriptions for Xbox Game Pass Ultimate for the price of $19.99, despite Microsoft recently announcing a price hike to $29.99 per month.
GameStop in particular is taking advantage of the furor to encourage people to purchase physical games.
Since the Oct. 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox on social media. One post reminded people that their options were paying nearly $30 a month to own nothing, or spending the same amount to own something “forever” at GameStop. (Unless, of course you’re purchasing a digital code at GameStop.) The brand also quoted news of the price increase with the quip, “Welcome to GameStop.” Perhaps its boldest move is starting a promotion where it promises to continue selling Ultimate at the cheaper price point.
“Xbox Game Pass is still $19.99 with us,” the post reads. “You’re welcome. Available in-store and online.”
GameStop is so amped up with all of this that the brand has also made custom memes for the occasion:
Annoyingly, getting a full year would mean purchasing a dozen of these cards, or multiple 3-month cards, which are also selling for the lower price point right now. But doing so would still be cheaper than paying $360 annually, so it may be worth it for any Xbox fans who don’t want to pull the plug just yet or fans who aren’t ready to deal with more ads.
It’s a great marketing strategy for GameStop, as a prudent business move gets posed as benevolence. I’m taking an educated guess here, but if all major retailers 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 comes across as a while supplies last type of situation, and it’s unclear how long the cheaper stock might be available.