Xbox wants to bring its game services to more people around the world.
Microsoft is looking at introducing new business models for Xbox, both in terms of different types of Game Pass subscriptions and how it sells hardware. It specifically gave a shout out to Xbox All Access through Telstra in Australia as an example of different ways to get people playing games — All Access was one of the few ways to reliably get your hands on an Xbox Series X at launch in Australia.
“We are working with wireless telecommunications carriers around the world, like Telstra in Australia, not only on streaming but on new purchasing models like Xbox,” said Liz Hamren, VP of Gaming Experiences & Platforms, in a presentation surrounding the future of Xbox.
“All Access allows consumers to buy a console and Game Pass for a low monthly price, rather than spending hundreds of dollars up front. We need to innovate to bring our game services to more people around the world, and we’re investigating how to introduce new subscription offerings for Xbox Game Pass.
“The point is that we’re being creative and dynamic in thinking about how to deliver the joy and community of gaming to everyone on the planet, across devices, geographies, and financial realities.”
Reading between the lines, with the announcement that Game Pass is coming directly to TVs, it’s possible that All Access will be expanded to include those teased streaming devices, as well as the current Xbox Series X or S options.
“We’re doing all this because Game Pass works,” said Hamren. “It works for consumers and it works for publishers.”
“One of the things we’re seeing is that gaming and entertainment industries are changing in ways that are actually really similar to changes in Microsoft’s enterprise businesses…we’re moving from packaged products and towards ongoing engagement and service-based relationships,” said Head of Xbox Phil Spencer. What makes us different from a service like Netflix is that we give players both options, a subscription package and also a full retail store.”
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