GameStop Won’t Raise Xbox Game Pass Price Despite Microsoft Hike
▼ Summary
– Microsoft has raised Xbox Game Pass Ultimate’s price from $19.99 to $29.99 per month and updated its membership tiers.
– GameStop announced it will continue selling Xbox Game Pass Ultimate at the old $19.99 price both in-store and online.
– Other major retailers like Amazon, Walmart, Best Buy, and Target are also currently selling the subscription at $19.99.
– GameStop is the only retailer that has publicly confirmed its pricing stance, while others have not commented.
– Xbox fans speculate retailers may be selling existing stock of pre-printed codes at the original price, making a price increase impractical for remaining inventory.
In a surprising move that benefits gamers, GameStop has announced it will not increase the price of Xbox Game Pass Ultimate subscriptions despite Microsoft’s official price hike. The retailer confirmed via its social media channels that both online and in-store purchases will remain at the previous $19.99 monthly rate, directly countering Microsoft’s new $29.99 pricing structure. This decision provides immediate relief for customers seeking to maintain their gaming subscriptions without absorbing the additional cost.
Other major retailers appear to be following a similar strategy, though without formal announcements. Industry observers note that Amazon, Walmart, Best Buy, and Target continue listing Xbox Game Pass Ultimate at the original $19.99 price point. The significant difference lies in GameStop’s public commitment to maintaining the lower price, while other stores have remained silent about their pricing strategies and simply continue offering the service at the pre-increase rate.
Gaming enthusiasts and industry analysts have proposed several theories behind this pricing phenomenon. The most prevalent explanation suggests retailers may be liquidating existing inventory of physical subscription cards that were manufactured and distributed before Microsoft’s price adjustment. These prepaid cards typically display the specific subscription value directly on the packaging, making price modifications for remaining stock logistically challenging. This inventory explanation would account for why multiple retailers can temporarily offer the service below Microsoft’s new standard pricing.
Market watchers are curious how long this pricing discrepancy will persist. While GameStop’s public stance gives them a competitive advantage in the short term, the sustainability of selling below the manufacturer’s set price remains uncertain. Consumers are advised to take advantage of the current pricing while it lasts, as retailers will eventually need to align with Microsoft’s updated subscription costs once existing inventory is depleted.
(Source: IGN)
