Costco, one of the largest wholesale stores in the United States, refused to sell the Xbox dashboard – but they are not the only ones who gradually reduce the presence of Microsoft's platform on their regiment. In fact, this decision has been produced for a long time, and the publisher is probably ready for him first. Gamesindustry.biz information portal speakMore than Microsoft threatens the gaming machine from wholesale sales.
10 years ago, the refusal of wholesale stores from Xbox will become a very bad sign that will be understood as a signal, that Microsoft will leave Console. But today the picture is a bit different. Only recently, the data shows that Xbox owners play more than the user of other platforms and Microsoft and ASUS have opened preliminary orders for high -end mobile controls under the Xbox brand. According to some figures, the Microsoft game department is not only positive, but also feels good.
However, it is difficult to expand the news program for retailers to refuse to look like something positive for Xbox. If the competitive platform is related to PlayStation or switch, then nothing of the type will happen. And the strong increase in the price of the dashboard, which has fallen behind compared to the competitors a lot, only becomes the last nail in the coffin shell.
At the same time, you can look at a slightly more positive situation, based on the context of Microsoft's strategic change. The annual publisher has emphasized the game to overcome. This service is the core of the group's game strategy, and it makes it clear that the other aspects of the video game market are its secondary.
For example, the sales of the original games of publishers are almost guaranteed to suffer the fact that on which you can play the game on the first day, but this seems to be considered an acceptable price if it increases the number of registered people and their maintenance ability. Sales in wholesale stores are a victim on the same altar. The success of the game Pass and digital distribution strategies Microsoft ignores the physical sales on Xbox more on any other platform.
According to statistics from the gaming market analysts, Xbox occupies the final position to sell the physical copies of the game in most large areas – including the United States. Therefore, from the viewpoint of wholesale websites, it is difficult to justify the support of Xbox. The gaming consoles have not been sold, and now, with the sale of physical copies of the game, Xbox is simply useless on the shelves. The decision to completely abandon their sales is more than logic, if we consider the financial aspect of the problem.
But is it really important to the market? 10 years ago – Certainly, a breaking in relationship with big wholesalers will be considered a symptom of death. But today, Microsoft has a passing game and Xbox is just a way to access this multi -platform service.
The publisher understands what he is doing by deploying an advertising campaign about this is an Xbox. In fact, Microsoft directly told consumers that he didn't need Xbox, because he had a device that supported the game for the platform. A similar move cannot turn into losses to the dashboard's sales and the loss of wholesale channels will hit them another shot. But if Xbox and the game be satisfied, Microsoft will have nothing to complain.
Although, of course, it is impossible to say that a wholesale part of wholesale will not hurt the direction of the game. The refusal of wholesalers will deprive Xbox opportunities to achieve new users, this is especially dangerous, because Sony and Nintendo have a solid presence on the shelves. In addition, Microsoft will suffer losses for a certain period of time: for example, before the new year holiday, Xbox will attract the attention of a much smaller part.
At the same time, Microsoft should not forget to manage the competent crisis. Despite the importance of the game, the presentation of products to potential buyers in the real world is still an important part of the sales process, regardless of the manufacturer.
