A decently intelligent salesperson educated me (some time ago) in the concept of think global, act local. it is something to live by for several reasons. It made perfect business sense, yet what I did not know at the time that it came from the consideration towards the health of the entire planet; to take action in communities and cities. It comes from that ‘sane’ period of time when individuals were coming together to protect habitats and the organisms that live within them. It is what founds the event we now call grassroots efforts, occurring on a local level and are primarily run by volunteers and helpers. So when we consider this and in the business sense we see that It asks that employees to consider the global impact of their actions. It can be applied on a near universal scale and it is a setting of common sense as I see it. So why exactly is Microsoft doing the opposite of it by acting global on a local way of thinking?
Now, they are not alone, but they are the most visible one, because that is how they played the game themselves. When you want to consider an eCommerce move, you need to consider what you are up against and adjust your model accordingly. So why exactly do they advertise the new game Shadow of the Tombraider for AU$144 and the Digital download for AU$114, whilst the shops in Sydney are already offering it for AU$79 and a special edition for AU$89? How does a 42GB download (speculated size) become 44% more expensive, whilst getting an actual physical copy in Sydney is stated to be up to 61% more expensive to download from the Microsoft store? So here we saw (all over the E3) ‘pre-order it on the Microsoft store‘ to be slightly too none lucrative for anyone to ever consider it. Another (weaker) example is FIFA19, where the download is a whole AU$2 cheaper than the physical copy. Yes, it seems to make perfect sense that 4-11 hours download to get that game AU$2 cheaper, does it not?
Now, in itself, I have no issues with the Microsoft store, there are several perfect examples where the store comes with awesome deals, absolutely a given, but now, just after the E3, the new games are what counts and that is where we tend to look. OK, not everyone, I saw ‘games coming soon‘ and the entry was the anticipated game ‘We happy few‘, so I wanted to take a look at what it would cost (and when it is released), and guess what, it wasn’t even in there at all. It is just as deceptive as ‘Play FIFA World Cup Free‘, whilst you are taken to the FIFA18 game of AU$24 (which is a good deal) and in the text is somewhere that it is an addition, a free DLC for anyone who has FIFA18, so why not state ‘Free FIFA 18 World cup DLC‘? It would clearly indicate that it is part of FIFA18 and gives out that it comes with a DLC. None of that is seen and Microsoft is not learning how to properly play the game, not to treating gamers like kids, but like the savant controller users most of them are (and many of them are adults). Microsoft needs to up their game by a fair bit at present.
Oh, and before you think that this is all me, that this is merely an error. I first mentioned it in regards to Shadows of War on May 13th in the article ‘It is done!‘ (at https://lawlordtobe.com/2018/05/13/it-is-done/). There the difference was 50%. Microsoft made no adjustments of any kind. Now, let’s be clear, they are not required to do that, yet in light of the evidence we see where buying from the Microsoft Store will regularly be well over 30% more expensive than a physical copy, why would we consider getting new games there unless we needed that title desperately? This gets us to the entire ‘think local, act global‘. When the question becomes: ‘we need x% margin‘, and when it comes from an overpriced place, the equation changes and logic goes out the window (as I personally see it).
So when we tally the issues that Phil Spencer has on his desk, we also feel sorry for the man. Not, pity mind you, I do not give a hoot about giving him pity, his income is likely in line with a fortune 500 CEO, so he is laughing to the bank on payday (every month), yet he does have an awful mess to clean up from the previous sceptre wielding bosses, not a job I envy.
You see, these small matters are important. The gap with Nintendo is getting smaller and when you consider that Fortnite was downloaded 2 million times in the last 24 hours, you get to see the issue. These players will play on route to somewhere, it merely takes a view for others not having a Switch to consider one getting one at the earliest option, the Fortnite clans are also growing the Nintendo Switch population and cross play gives these people options to get the Switch. The bad side for Microsoft is that they buy additional games, non-Xbox games and that is where the hurt begins, because any gamer will initially get 3-4 games, so that takes an additional $300 away from both Sony and Microsoft. And that is not all, what kind of an impact do you think 120 million Fallout shelter users can make? You see part of this is that the top 10 of downloaded games has 5-7 titles with well over a million downloads, those numbers rack up. Anyone with a passion for multiplayer gaming will not ignore millions of gamers, especially when it comes to half a dozen games of multi-player capable titles. The numbers start to add up at that point, so when we see such shifts Microsoft really cannot afford the issues seen in the Microsoft store as they are at present and it has been an issue for a long time. Their only positive side is that Sony made pretty much the same mistake from day one, so there is no competitive issue on that side for them.
That brings us to another side, which to some regard shows Microsoft marketing dropping the ball. To be honest, it took me by surprise as well. We got to see a filmclip at the Bethesda show with a very special edition of Skyrim. We all laughed, yet the joke is on us, so as Business Insider (at https://www.businessinsider.com.au/skyrim-very-special-edition-amazon-echo-alexa-bethesda-video-2018-6) gives us ‘you can actually download the game for your Echo‘, and with Keegan-Michael Key on the sofa, why would you not think it was comedy? Yet when you look at Amazon (at https://www.amazon.com/dp/B07D6STSX8), you get the goods. So there is an actual Skyrim Very Special Edition on Amazon. The movie you can watch again (at https://www.youtube.com/watch?time_continue=1&v=FnEW6dX_BmU). When we read: “Fans have since uploaded videos of themselves playing “Skyrim: Very Special Edition.”“, we see that Bethesda marketing is creating waves in several fields on several places and in places where we never thought to look before. So as we keep on seeing ‘the most powerful console in the world‘, there is a much larger need to adjust view and vision. Even as the hardware is slightly too flawed, the Game Pass, which I tend to call: ‘GamerPass’ is something to work with. Anyone who has the intent of buying more than 2 games a year would be crazy not to get it. No matter the congestion, the hardware flaws and other matters. Game Pass is an almost certain game changer for Microsoft, it will give them time to clean up other matters and it will set the stage for more. So why am I not seeing Game Pass on YouTube and on web pages at least once a day? In the last 3 days I have seen nothing from Microsoft. Anthem, Fallout 76, Summerset, Fortnite and a few others, they all got their advertisement minute in (more than once I might add), not Game Pass though. The digital visibility is everything and Microsoft seems to be blindly staring at some surface (pun intended), how will that help Phil Spencer? I might not be pro Microsoft, yet I remain pro-gaming no matter what format it is on. There lies the setting from both EA Access and Game Pass, to give but a simple example.
When printing these ‘credit card funds‘ to buy and enter a code on your console, why do places like Gamestop, JB Hifi, EB Games not have the Game Pass out in front? There seems to be an English version. Why can’t we get a load-n-go Microsoft debit card to use for the Xbox for gamers? All simple implementations of systems that are already in the field, with additional account linking as well as additional download bonuses with every purchase (over a specific amount). If visibility is the essential need of any console, I am confronted with a personal belief that Microsoft Marketing is looking at the wrong surface, the surface of some tablet, not the surface of a 130 billion dollar a year industry. Does Microsoft want to matter or not, that should become the thought on the front of anyone’s mind that has one. I am getting pissed off and angry for the same reason I have been pissed off with Yves Guillemot (he apparently owns Ubisoft) for half a decade. He had an amazing IP and let it go to waste for years. We are starting to see the same thing here and it becomes a much larger field of where Microsoft needs to look. We can agree that to some extent Ubisoft is adjusting its trajectory (last 2 years already), now we see Microsoft starting a similar spiraling downfall (from the gamers point of view). Some things cannot be prevented, but a lot of them can be fixed and change the path for the future. It needs a visionary! The presentation showed that Phil Spencer has vision, but is it enough and will is he fast enough to correct all the previous mistakes (not done by him), that is the part I cannot tell at present. It is also unfair to confront him this strong a mere two days after the E3, but he needs to recognise that the third period is starting and he has 2 goals against him, so he needs to get his star players on the ice and against the teams that are slowing him down, even if it is his own Azure team dragging issues along (a 2014 issue). Now as the game changes, or better stated as Microsoft wants to change the game, they need to be on the ball all the time and that does not seem to be the case (a personal observation). You cannot do this with a static shop 11% the size of an Apple store down the road (less than 100 metres down the road), you do it be creating engagement. You set the stage where everyone can game for an hour and feel the goods, to get the parents involved and show why the Game Pass is the solution, get to the mothers, seeing how AU$120 per year gets them 100 games (valued at an average total of AU$ 7500), and how that value increases year after year, especially on money saved from not buying games.
Get the ‘Consider Game Pass‘ on every digital download card you buy in store, post office and supermarket. Because parents see the ones in the post office and supermarket, these places can start engagement, a path that gives long term visibility. In all honesty, I haven’t seen any of that. Is it merely placement of product? If it is that important, I should see something like that twice a day and not on my console, when I am there, I merely want to start the game I felt like playing.
Oh, and that is not merely my thought, Google has all these free advertising classes on learning to use their products, pretty much stating the same thing. The foundation of digital marketing seems to be missing. So when I get to the start page of a place like JB Hifi (everyone in Australia knows that one), I would care less on seeing ‘Surface Pro‘ every time I get there, There is no mention at all of Game Pass. I can actually search ‘Game Pass’ and I get all kinds of passes and the 19 linked to the Xbox One, not one is about the Game Pass. That is the game! That is how you lose it, by merely not having visibility. Oh, and they are not alone, seeking it on Amazon gives you one option in the ‘Currency & Subscription Cards, Subscription Cards‘ department. It is the 12 months Gold Live subscription. A mere example on how visibility is the key to forward momentum. Sony knows it, Nintendo definitely knows it, and it is time for Microsoft to wake up to the proper digital age. For these examples are all clear pieces of evidence of inverted commerce in the digital age. I’ll let you decide on how many of those corporations stay afloat whilst making a living through applying inverted commerce, if you find one, ask them to send me a postcard.
Was that over the top?