It has recently been reported that the Xbox Game Pass has been made available for a cheaper price for some users. This form of dynamic pricing could be an early indication of personalised promotions becoming more prominent across digital entertainment.
With digital entertainment becoming increasingly competitive, this type of promotion makes sense if it encourages more subscribers. Other forms of online entertainment are also investigating ways to strike a balance between offering fair promotions to everyone and personalisation to make people feel catered for.
What Is Happening with the Xbox Game Pass Discount?
It’s not widely documented and there’s been no official announcement from Microsoft, but there have been reports that suggest some Xbox users have been presented with a cheaper price for Xbox Game Pass than other customers. People are speculating about whether this could be an example of dynamic or personalised pricing.
Some users have received a discount of up to 30 per cent, but there are discrepancies between reports. It has led a lot of players to feel disgruntled, as the pricing may be designed to bring previous subscribers back. It’s too early to say whether this will prove to be a good strategy from Microsoft or not. If it is to continue with this policy, though, it may need to direct some personalised promotions at loyal customers as well.
Does It Make Sense for Companies to Personalise Their Offers?
There has been a rise in personalised promotions across various industries over the last few years, and it’s clear that many companies think there are good reasons to do this. Personalisation can make people feel recognised and directly spoken to, and the offers can be designed to suit their needs. However, how effective they are may depend on the product or the industry.
For something like the Xbox Game Pass, it feels fair that this should be offered at a standard price that’s the same for everyone. However, in other sectors such as ecommerce, dynamic pricing may make more sense because different shoppers are attracted to different items.
Other booming online industries, such as the iGaming market, tend to feature offers that are aimed at all potential customers rather than individual players. For example, there are numerous £20 deposit casino sites, which promise free spins to new players on selected games. When trying to stand out in a busy market, these deals that are available to everyone may make more sense.
What Does This Mean for Xbox Users?
The news of the discounted Xbox Game Pass for some users may upset those who haven’t yet received a special offer. However, this could be an early example of Microsoft experimenting with a new personalised pricing approach that may benefit other users in different ways down the line.
There’s a case to be made that personalised offers are becoming more prevalent, and this latest news about the Xbox Game Pass could be an example of that in action. However, it may be fair to say that these tailored deals are more suitable in certain industries than they are in others.
