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Xbox Live to be "further monetized" - report

Xbox Live to be "further monetized" - report

Mon 16 Apr 2012 7:22pm GMT / 3:22pm EDT / 12:22pm PDT
BusinessOnline

Microsoft employee CV reveals intent to wring more money out of subscribers

Microsoft is already doing quite well for itself with the popular Xbox Live service, charging $59.99 per annual subscription as of November 2010. Now it appears that a plan is in place to "further monetize" subscribers, according to group product planner Praveen Rutnam.

Rutnam's LinkedIn page notes that he's already "developed [a] strategy to further monetize Xbox LIVE subscriber base that will be implemented for holiday 2012." That's a rather vague statement, and it could be tied to the rumored removal of the Microsoft Points system, but it could easily involve other features to incentivize users to pay more (similar to PlayStation Plus on PSN).

RW Baird analyst Colin Sebastian commented to GamesIndustry International, "It could be added non-game content; a move to increase the subscriber base; a new user interface with easier access to the 'buy buttons'; perhaps a loyalty program, lots of options."

"In general, we should all assume that Microsoft is always looking for ways to improve monetization of users, as is a any self-respecting Internet company."

We've requested comment from Microsoft on the matter but have yet to receive a response. Update: A Microsoft spokesperson provided us with this statement: "We are always thinking of ways to improve our platform and its offerings. Beyond that we have no comment."

7 Comments

Christopher Bowen Editor in Chief, Gaming Bus

459 738 1.6
It doesn't matter what they do. They can keep trying to milk the rock so long as people keep paying. And because they're locked in, they WILL keep paying. They basically have no choice.

Posted:2 years ago

#1

Private Industry

1,176 182 0.2
How can you monetize XBL even more? Charge people for each message they send or charge money for voice chat by the minute?

Posted:2 years ago

#2

Christopher Bowen Editor in Chief, Gaming Bus

459 738 1.6
You don't even need to do that, Werner. More advertisements (which even Gold users get, nice to see my $60 being used to make my life easier), more services, there are a lot of ways to monetize the service, whether that's directly out of our pockets or through partnerships.

Posted:2 years ago

#3

Barrie Tingle Live Producer, Maxis

390 211 0.5
They could monetise the ability to change regions on your account. It isn't that great having a 6 year old UK account with 100k+ GamerScore that is basically useless now I'm in the USA.

Posted:2 years ago

#4

Private Industry

1,176 182 0.2
Maybe premium paid demos to get 2 weeks before gold members?

Posted:2 years ago

#5

Kevin Clark-Patterson Lecturer in Games Development, Lancaster and Morecambe College

294 27 0.1
You do know that you can change your region? Once every 12 months I believe...

Posted:2 years ago

#6

Craig Page Programmer

385 220 0.6
Maybe they'll start charging $10 to change your gamertag, or seeing if anyone is crazy enough to buy hats and outfits for their avatar.

Posted:2 years ago

#7

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