🔗 Share this article The Gaming Retailer Keeps Taking Jabs at Xbox, Vows to Continue Offering Game Pass at Previous Price What has become a brand nightmare for the Xbox creator has transformed into a valuable marketing moment for leading stores including GameStop, Amazon, Walmart, Best Buy, and Target. These firms are pledging to sell one-month passes for Xbox Game Pass Ultimate at the price of $19.99, in spite of Microsoft recently announcing a rate increase to $29.99 per month. GameStop's Strategic Moves GameStop, specifically, is leveraging the furor to motivate customers to purchase physical games. Since the October 1 announcement, GameStop has issued repeated taunts at Microsoft and Xbox via online platforms. One post reminded people that their choices included paying around 30 bucks 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 initiating an offer where it vows to keep selling Ultimate at the lower cost. "Xbox Game Pass is priced at just $19.99 with us," the announcement states. "You're welcome. Available in-store and online." Important Details Frustratingly, getting a full year would mean purchasing a dozen of these cards, or multiple 3-month cards, which are similarly offered for the discounted rate right now. But doing so would continue to cost less 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 users who aren't prepared to deal with more ads. Business Tactics Examination It's a brilliant marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Drawing logical conclusions, but if every large store are doing the same thing, it's likely because they have to dispose of the existing inventory that comes printed with the "$19.99" number. This seems like a while supplies last type of situation, and it's unclear how long the lower-priced inventory might be available. Xbox's Position Meanwhile, Xbox is engaged in crisis control. “We understand cost adjustments are typically unwelcome for anybody, but we're trying to reinforce by adding more value to these plans as well,” a company director 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.”