Two-thirds of Xbox Live subscriptions bought at retail

Despite a bigger push for digital sales, retail is a major driving force making up more than 2/3 of Xbox Live subscriptions. That means Microsoft doesn't have plans to move away from the standard retail model for the time being.

9

Microsoft lets users subscribe or re-up to Xbox Live through the online marketplace, but most of them still come through the retail chain. In fact, the company has revealed that more than two-thirds of the European subscription rates come from retail partners. As a result, Microsoft isn't planning to rock the boat against retailers with digital sales.

"There are no plans in terms of that kind of day and date parity," Xbox Live EMEA marketing manager Robin Burrowes told MCV. "We are very respectful to the retail environment, in that we have a window between the release of a retail game and the digital one. There's no immediate plans to change that."

This comes amid a general tenor from analysts that we're only a generation or two away from digital distribution making up the bulk of sales, so Microsoft is exploring those options. "We are looking to introduce new digital innovations to drive more business," said Burrowes. "We've been testing electronic software distribution in a couple of places. We will be testing point-of-sale activation, which is similar to buying cards in store and being able to redeem that code at the point of purchase. We are introducing new digital tokens and are working very closely with retailers. 68 per cent of Europe's Xbox Live subscription acquisitions come from retail."

Burrowes also noted that some Kinect games this holiday season will feature codes included, and subscription cards may pack in some free Microsoft points.

Editor-In-Chief
From The Chatty
  • reply
    September 2, 2011 9:45 AM

    Steve Watts posted a new article, Two-thirds of Xbox Live subscriptions bought at retail.

    Despite a bigger push for digital sales, retail is a major driving force making up more than 2/3 of Xbox Live subscriptions. That means Microsoft doesn't have plans to move away from the standard retail model for the time being.

    • reply
      September 2, 2011 9:54 AM

      Because the cards go on sale a lot as opposed to the full price if you buy it through the xbox.

      • reply
        September 2, 2011 10:01 AM

        Also it's such a pain to remove a credit card from Xbox Live.

        • reply
          September 2, 2011 10:59 AM

          [deleted]

          • reply
            September 2, 2011 12:15 PM

            They recently nailed me with this, by doing me a "favor" of letting it go for 4 months at 9.99. I was stupid and thought when gold ran out in reverted back to silver. Apparently this is not the case anymore.

            • reply
              September 2, 2011 12:17 PM

              Oh and this gold 9.99 was charged against a expired cc. Which is why I didn't really care, till my account was suspended for bill issues. So grand total they want 40+tax and 60+tax get back on live. I'm playing my PS3 while I figure out if I even care anymore.

        • reply
          September 2, 2011 11:55 AM

          Those are my two reasons right there.

        • reply
          September 2, 2011 12:11 PM

          Yep. With all the hacking going on lately, I figure it's best I keep my credit card off as many services as I can. And as mentioned, cards go on sale more often than they do online on xml.

      • reply
        September 2, 2011 10:03 AM

        also possibly because kids dont have credit cards

        • reply
          September 2, 2011 11:05 AM

          This, plus the cards make for decent birthday/holiday gifts.

          • reply
            September 2, 2011 11:35 AM

            as well as this other reason i mention

    • reply
      September 2, 2011 11:39 AM

      I pay MS direct £39.99 or around £26 online. Simple choice really...

    • reply
      September 2, 2011 12:08 PM

      I had to ask BoA to issue me a new credit card because Microsoft would not stop charging my credit card every 90 days. Bunch of slimy bastards. I went full throttle of accusing them of fraud since I have a years worth of cancellation notices but yet I was still charged.

    • reply
      September 2, 2011 2:33 PM

      The cards are cheaper and usually come with some kind of deal or bundle...

Hello, Meet Lola