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What has emerged as a public relations challenge for the tech giant has become a valuable marketing moment for prominent sellers such as GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are pledging to sell 30-day memberships for Xbox Game Pass Ultimate at the price of $19.99, even after Microsoft having declared a price hike to $29.99 per month.

GameStop's Marketing Plays

GameStop, in particular, is taking advantage of the furor to persuade users to purchase physical games. Following the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox on social media.

A message recalled people that their choices included paying close to thirty dollars a month to own nothing, or using that amount to own something "forever" at GameStop. They additionally referenced news of the cost rise with the quip, "Welcome to GameStop." Arguably its bravest step is launching a campaign where it assures it will maintain selling Ultimate at the cheaper price point.

"Xbox Game Pass is still $19.99 with us," the post reads. "You're welcome. Accessible at physical locations and online."

Key Factors

Annoyingly, securing annual access would mean acquiring multiple of these cards, or several quarterly passes, which are similarly offered for the lower price point right now. But taking this approach would still be cheaper than paying $360 annually, so it might represent good value for any Xbox fans who aren't ready to cancel just yet or subscribers who hesitate to handle increased advertising.

Marketing Strategy Analysis

It's an excellent marketing strategy for GameStop, as a prudent business move gets presented as generosity. Drawing logical conclusions, but if each prominent seller are following similar practices, it's probably since they have to dispose of the current supply 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 discounted supply might be available.

Xbox's Position

Meanwhile, Xbox faces crisis control. “We understand price increases are typically unwelcome for anybody, but we're working to enhance by adding more value to these plans as well,” an Xbox spokesperson stated. “It's something we consider seriously, and we're hearing community input of players and the community to work to offer them with more of what they're asking for.”