GameStop has stepped up to be the unlikely hero for gamers. When Microsoft raised the cost of Xbox Game Pass Ultimate from $19.99 to $29.99, GameStop announced it will keep selling subscriptions at the pre-hike price. Both in stores and online, customers can still grab the $19.99 monthly option.
That may not last forever. It’s possible that GameStop has a stockpile of prepaid codes and physical cards printed before the 50% price jump. Once those are gone, it won’t be a choice but to switch to the new pricing model. Unless they decide to stop selling Game Pass plans altogether.
Can Microsoft Stop Them?
The short answer is no. Not right now, at least. GameStop owns the prepaid inventory it’s selling, and they have the right to sell it at whatever price they want. Microsoft can’t retroactively alter their value or force GameStop to bump the price. Unless there’s some contract requiring GameStop’s prices to match what Xbox is offering, there’s not much that Microsoft can do.
What Microsoft can do is cut off the supply chain. New stock will ship at updated wholesale prices. Once GameStop’s old stockpile sells out, the company won’t have a way to keep the discount alive.
Gamers Are Stocking Up
Unsurprisingly, fans have been quick to take advantage of GameStop’s rebelliousness. Many are “stacking” up to 36 months of Game Pass Ultimate at the $19.99 rate.
To put it in perspective: three years at the pre-hike price costs $719.88. Under the new $29.99 rate, the same period would set players back $1,079.64. That’s a $359.76 difference, enough to cover the cost of a new console.
What GameStop’s Defiance Really Means
GameStop’s decision is a “fuck you” to Microsoft. It’s a visible form of protest. Amazon, Walmart, Best Buy, and Target are still listing Game Pass Ultimate at the pre-hike price online. None have committed publicly to holding that rate. It could be that the price hasn’t updated because their digital distribution systems haven’t caught up yet. Maybe they have leftover prepaid codes at the old value. Either way, it’s a sign that some retailers think Microsoft’s aggressive price hikes have gone too far.
The backlash against Game Pass Ultimate’s 50% increase has infuriated gamers online. GameStop’s stance takes that frustration offline. They’re validating players’ anger, while painting Microsoft as another company that’s out of touch with what consumers want. What happens next will determine how much leverage retailers (and gamers) have against the industry’s push to make gaming more expensive.
