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What has emerged as a brand nightmare for the Xbox creator has turned into a golden PR opportunity for leading stores like GameStop, Amazon, Walmart, Best Buy, and Target. These companies are committing to sell one-month passes for Xbox Game Pass Ultimate at the price of $19.99, in spite of Microsoft having declared a cost adjustment to $29.99 per month.

GameStop's Marketing Plays

GameStop, specifically, is capitalizing on the furor to persuade users to purchase physical games. After the October 1 announcement, GameStop has made several digs at Microsoft and Xbox via online platforms.

An update emphasized people that their choices included paying close to thirty dollars a month to own nothing, or using that amount to have lasting ownership at GameStop. The company likewise cited news of the rate hike 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 remaining at $19.99 with us," the announcement states. "You're welcome. Accessible at physical locations and online."

Important Details

Unfortunately, getting a full year would mean purchasing a dozen of these cards, or various three-month subscriptions, which are also selling for the reduced cost right now. But taking this approach would remain more affordable than paying $360 annually, so it may be worth it for any Xbox fans who wish to continue their subscription just yet or fans who aren't ready to handle increased advertising.

Promotional Approach Breakdown

It's an excellent marketing strategy for GameStop, as a wise corporate action gets presented as generosity. Based on reasonable assumptions, but if each prominent seller are doing the same thing, it's possibly due to they have to clear out the existing inventory that comes marked with the "$19.99" number. This appears to be a while supplies last type of situation, and it's unclear how long the lower-priced inventory might be available.

The Company's Reaction

Meanwhile, Xbox finds itself 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 Microsoft representative stated. “It's something we approach carefully, and we're listening to the feedback of players and the community to try to provide them with additional requested features.”