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What has emerged as a brand nightmare for the Xbox creator has turned into a valuable marketing moment for major retailers like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are vowing to sell one-month passes for Xbox Game Pass Ultimate at the cost of $19.99, despite Microsoft just revealing a rate increase to $29.99 per month.

GameStop's Marketing Plays

GameStop, in particular, is capitalizing on the controversy to encourage people to purchase tangible copies. After the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.

An update emphasized people that their alternatives consisted of paying nearly $30 a month to own nothing, or using that amount to keep a title permanently at GameStop. They additionally referenced news of the rate hike with the remark, "Welcome to GameStop." Arguably its bravest step is starting a promotion where it promises to continue selling Ultimate at the more affordable rate.

"Xbox Game Pass is remaining at $19.99 with us," the announcement states. "You're welcome. Accessible at physical locations and online."

Important Details

Annoyingly, securing annual access would mean acquiring multiple 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 could be beneficial for any Xbox fans who wish to continue their subscription just yet or fans who aren't ready to deal with more ads.

Promotional Approach Breakdown

It's a brilliant marketing strategy for GameStop, as a wise corporate action gets posed as benevolence. I'm taking an educated guess, but if every large store are doing the same thing, it's possibly due to they have to dispose of the existing inventory that comes displaying the "$19.99" number. This comes across as a while supplies last type of situation, and it's uncertain when the discounted supply might be available.

Microsoft's Response

Meanwhile, Xbox finds itself in crisis control. “We understand rate hikes are never fun for anybody, but we're trying to reinforce by including extra features to these plans as well,” a company director stated. “It's something we don't take lightly, and we're listening to the feedback of players and the community to attempt to deliver them with more of what they're asking for.”