Xbox Live to be "further monetized" - report

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."

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Latest comments (7)

Christopher Bowen Editor in Chief, Gaming Bus5 years ago
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.
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Private Industry 5 years ago
How can you monetize XBL even more? Charge people for each message they send or charge money for voice chat by the minute?
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Christopher Bowen Editor in Chief, Gaming Bus5 years ago
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.
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Barrie Tingle Live Producer, Maxis5 years ago
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.
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Private Industry 5 years ago
Maybe premium paid demos to get 2 weeks before gold members?
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Kevin Clark-Patterson Lecturer in Games Development, Lancaster and Morecambe College5 years ago
You do know that you can change your region? Once every 12 months I believe...
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Craig Page El Presidente, Awesome Enterprises5 years ago
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.
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