In a week filled with eyebrow-raising news from Xbox, GameStop just delivered the ultimate uno-reverse card. While Microsoft was busy announcing a massive 50% price hike for its top-tier Xbox Game Pass Ultimate subscription, GameStop casually strolled onto social media and announced, “Nah, we’re good.” The retailer has confirmed it will continue to sell Game Pass Ultimate for the old price of $19.99 a month, both in-store and online.
In a climate where gamers feel like they’re being squeezed for every last penny, GameStop’s move feels less like a business decision and more like an act of rebellion. So, what’s the catch?
The Great Game Pass Price Hike of 2025
First, let’s recap the news that sent shockwaves through the community. Microsoft completely overhauled its Game Pass structure, with the most painful change being a price jump for Game Pass Ultimate from $19.99 to a whopping $29.99 per month. That’s an extra $120 a year for the same service. PC Game Pass also saw a notable increase.
The timing felt particularly tone-deaf, coming just as Xbox is finally delivering the stellar first-party lineup fans have been begging for. It created a “monkey’s paw” scenario where players got the games they wanted, but at a cost that felt steep and, to many, greedy.
How Is GameStop Pulling This Off?
While GameStop hasn’t officially explained its strategy, the prevailing theory is simple and makes perfect sense: they have a massive backlog of physical and digital subscription cards that were purchased from Microsoft at the old wholesale price. These cards often have the price printed directly on them, making it impractical to sell them for more. GameStop is likely just selling through its existing inventory.
This isn’t charity; it’s smart business. It generates goodwill, drives foot traffic (and web traffic), and clears out old stock. And they’re not alone. Other major retailers like Amazon, Best Buy, and Walmart are also still listing codes at the pre-hike price, though GameStop is the only one to make a public and defiant statement about it, turning it into a brilliant piece of marketing.
The Stacking Strategy: How to Lock in the Savings
Savvy gamers immediately saw the opportunity. Xbox allows you to “stack” your Game Pass Ultimate subscription for a maximum of 36 months. This means you can buy multiple codes and redeem them all at once to lock in your membership for up to three years at the lower price. The math on the savings is wild:
- At the new price: 36 months x $29.99 = $1,079.64
- At the old GameStop price: 36 months x $19.99 = $719.64
By stacking now, you can save a massive $360 over three years. It’s no surprise that when Microsoft announced the price hike, so many people rushed to cancel or manage their subscriptions that they crashed the Xbox website. Now, that same energy is being directed at buying up these older codes.
Frequently Asked Questions (FAQs)
- 1. How long will GameStop sell Game Pass for the old price?
- It’s expected to last only as long as their current stock of pre-hike subscription cards. Once they run out and have to order new inventory from Microsoft, the price will almost certainly jump to $29.99.
- 2. Can I really buy multiple codes and stack them?
- Yes. You can redeem Game Pass Ultimate codes on your account until you reach the 36-month limit.
- 3. Are there any hidden fees if I buy a card from GameStop?
- No. GameStop’s support account on social media confirmed that a card bought for $19.99 will redeem for a full month of Ultimate with no extra charges.
- 4. Are other stores doing this?
- Yes, other major retailers like Amazon and Walmart are also still selling codes at the old price, but they haven’t made a public announcement about it like GameStop has.
- 5. When do the new Microsoft prices officially take effect?
- The new pricing went into effect on October 1, 2025, for new subscribers. For existing monthly subscribers, the price will increase on their next billing date after November 4, 2025.
- 6. Why did Microsoft raise the price in the first place?
- Microsoft cited the addition of new content, including Ubisoft+ Classics, a Fortnite Crew subscription, and a larger library of games as the reason for the 50% price increase.
Conclusion
GameStop’s decision to hold the line on the Game Pass price is a welcome bit of good news for gamers feeling the squeeze. It’s a temporary loophole, to be sure, but it’s a valuable one. It serves as a great PR move for a company that’s been on a comeback tour and a tangible way for players to push back against the rising tide of subscription costs.
So, if you’re a dedicated Game Pass user, this is your signal. Head to your local GameStop or another retailer, grab some codes, and lock in that subscription. This window of opportunity won’t stay open forever.