I've always been in the pro-Xbox one camp from the initial reveal. I suppose I could see past the negatives to the benefits of what Microsoft was always envisioning. And that's where they went wrong I think.
Microsoft did not communicate the benefits of the system and seemed to only discuss the negatives, which a lot of people picked up on.
I am very surprised a company as large as Microsoft don't know how to deal with their, often demanding, customers. It's really very simple. They should have stuck with drm as it is today and then provided extra benefits to customers who bought in to an all-digital future. Provide a digital copy of the game from release (actually better if you could pre-download it) and, for example, make it $10 cheaper, share it with 10 family members for free, provide online only benefits like cloud powered AI etc., free DLC for digital versions of the game, exclusive achievements (youve made 10 digital purchases), I could go on and on.
The key is to Make their CUSTOMERS make the decision to shift to an all-digital future, don't force it. Provide benefits for switching and it will happen organically.
Maybe I'm just naive?
Good article Alex. One of the few I've read this week which isn't demonising Microsoft...
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