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Microsoft has a battle on its hands to convince consumers that the Xbox One is worth its $100 premium over the PS4, Activision Publishing president Eric Hirshberg has told GamesIndustry.biz.
“It’s up to them to win the value argument,” said Hirshberg when questioned if the Xbox One’s $499 price was a concern. “If you do a focus group of a gazillion people and you show them two prices for two competitive products, 100 percent always prefer the lower price. I think from a first impression standpoint the win goes to Sony, at least as it relates to pricing.
“Microsoft is going to have to win the hearts and minds and convince people that the higher price point is worth it, and that it provides really meaningful capabilities that will be meaningful to consumers. And it’s a long game, so I am sure that’s what they intend on trying to do.”
Likewise, Hirshberg believes that Microsoft must show consumers why Kinect is worthwhile.
“I think it’s the same answer; I feel they have to show why that’s a good thing and why it’s worth the premium and deserves inclusion and why it’s something that gamers are going to come to really value and appreciate,” said Hirshberg. “It’s going to be a fun battle to watch, but I think they definitely have to win hearts and minds in terms of the value of it.”
Microsoft really is on the back foot with the Xbox One, not only because of the comparatively high price, but because of the consumer backlash relating to its earlier DRM policies.
Pull Kinect from the package and you have a platform which could suddenly be priced on par or cheaper than the PS4 – and wouldn’t that be more appealing?
Source: GamesIndustry
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