Xbox Will Have a Very Fan-Centric Approach on Game Pricing, Says Greenberg

The head of marketing at Xbox says video game pricing is a super complex issue but Microsoft will try to consider gamers first.

With the new generation of consoles arriving earlier next month, some companies such as Sony has officially confirmed that they will increase the price for all the AAA first-party titles to $70. However, Microsoft hasn’t clearly talked about this matter so far, but a recent interview with the head of marketing at Xbox revealed that the company doesn’t have any plans for increasing the price for its first-party games, at least not in the near future.

Speaking to VGC, Aaron Greenberg, head of marketing at Xbox reassured fans that gamers are the top priority for all the team working at Xbox and they will try to approach everything in a fan-centric way. Greenberg believes that the video game pricing issue is a “super complex” matter at the time being. He said:

Gaming pricing is a super-complex thing to answer because in the old days, every game launched at one price and that was it. But we launched Ori and the Will of the Wisps for $30 and Gears Tactics is a new title launching this holiday and it’s launching at $60. State of Decay 2 launched at $40. So there’s not a simple answer to that except to say that Tactics we’re launching at $60

Then, he pointed out that despite the fact that a few companies have decided to sell their titles for $70 with a 9th-gen badge on them, there are some other well-known publishers that are going to release their next-gen titles for $60, such as Ubisoft, CD Project RED, and Codemasters. He added:

I think what you’ve seen across the industry with a couple of notable exceptions is that most people… Assassin’s Creed Valhalla is at $60 for standard, Cyberpunk, Dirt 5… so I’m not seeing it.

There are some exceptions of titles where you’ve seen, particularly for sports games, where they’re coming out in advance of the next generation and because they don’t have Smart Delivery, they’re including the gen 9 version and charging you more. So It’s a little bit complex there.

It’s a different approach and they obviously have a right to do whatever they want with their products and pricing, but for us we’ve really taken a fan-centric approach [with pricing].

All that said, Greenberg believes that the price of the games won’t matter anymore when you are going to get them day-one through your Xbox Game Pass subscription. “I’d say first with Smart Delivery, but most importantly you get all our games at launch in Game Pass, so does the price of the game even matter if it’s included in your Game Pass subscription?” said Greenberg.

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Mehrdad Khayyat

Mehrdad is a Senior Staff Writer at DualShockers. He started writing about video games since he was a high-school student. He's probably one of those rare Rainbow Six Siege fans that have the game installed and updated on every available platform.

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