Microsoft hikes prices on GamePass. But GameStop will stick with the old rate.

"One of the most surprising reactions, however, came not from gamers, but from retail partner GameStop. While you'll pay $30 per month if you sign up for Game Pass Ultimate directly with Microsoft, you'll get the same old price - for some indefinite period - if you stick with GameStop. "Xbox Game Pass Ultimate is still $19.99 a month with us. You're welcome," the retailer wrote in a social media post."

"Gamers can subscribe to GamePass directly from their XBox, via their PC, and on the web. Those who plan to take advantage of the lower price GameStop is offering GameStop will redeem the code on their gift card via the Web. Game Pass Ultimate is the preferred subscription plan for core gamers. It offers day-one access to new first-party games like Call of Duty, as well as the entirety of an older game catalog, access to Ubisoft+ classics, and a subscription to Fortnite Crew."

Microsoft increased the Game Pass Ultimate price from $19.99 to $29.99 for direct subscribers. GameStop continues to sell gift cards that reflect the $19.99 monthly price, redeemable on the web. Game Pass Ultimate delivers day-one first-party releases, a large back catalog, Ubisoft+ classics, and Fortnite Crew access. The price hike places a larger cost burden on Microsoft’s most committed players. GameStop’s lower-price offering could lure core customers and help the retailer regain relevancy. The move risks reducing Microsoft’s subscription revenue or compressing GameStop’s margins, and Microsoft could stop issuing lower-priced cards at any time.

Read at Fast Company