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What has become a public relations challenge for Microsoft has transformed into a valuable marketing moment for prominent sellers such as GameStop, Amazon, Walmart, Best Buy, and Target. These businesses are vowing to sell 30-day memberships for Xbox Game Pass Ultimate at the cost of $19.99, in spite of Microsoft just revealing a rate increase to $29.99 per month.

The Retailer's Clever Tactics

GameStop, specifically, is leveraging the controversy to motivate customers to purchase disc-based titles. After the October 1 announcement, GameStop has taken multiple jabs at Microsoft and Xbox via online platforms.

An update emphasized people that their options were paying nearly $30 a month to own nothing, or using that amount to have lasting ownership at GameStop. They additionally referenced news of the cost rise with the remark, "Welcome to GameStop." Arguably its bravest step is launching a campaign where it vows to keep selling Ultimate at the cheaper price point.

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

Key Factors

Frustratingly, getting a full year would mean acquiring multiple of these cards, or several quarterly passes, which are likewise available for the reduced cost 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 users who aren't prepared to face additional commercials.

Promotional Approach Breakdown

It's an excellent marketing strategy for GameStop, as a smart commercial decision gets posed as benevolence. Drawing logical conclusions, but if all major retailers are doing the same thing, it's possibly due to they have to dispose of the old stock that comes marked 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 finds itself in crisis control. “We understand price increases are typically unwelcome for anybody, but we're attempting to strengthen by providing additional benefits to these plans as well,” a Microsoft representative stated. “It's something we consider seriously, and we're paying attention to responses of players and the community to try to provide them with additional requested features.”