While it might be too soon to tell how well XB1 will fare against the PS4 on the market in the long term, no one can deny early signs pointing toward a significant shift in buyer intentions. A quick look on Amazon, or any internet gaming forum for that matter, is all the proof that’s needed. Plain and simple; Microsoft’s XB1 reveal has been nothing short of disaster. They’ve literally been slammed in the media for weeks on end; everything from being accused of abandoning their core with their tv focused product unveiling to being lambasted for their obtrusive and anti-consumer draconian drm and always online policies (lack of resales, lending, trade ins), and then theirs their mismanagement of information due to murky details, conflicting reports from execs, evasive pr talk, even cancellation of post e3 show interviews. And then Sony goes and slams them in the face at E3 to an audience of cheering press (5 minutes solid cheering!). It has been a non-stop f__king pr disaster for the folks at Redmond.
So it begs the question, what is Microsoft to do? (And yes, they do have to do something) Waiting and hoping internet buzz will fade is definitely the wrong thing to do (or not do). The bad news storm will not just fade after a few weeks. This one’s too big, it has spread to all corners of the net, manifested itself at retail stores, school yards, internet impoverished nations, remote farm houses, and nuclear submarines around the globe. This isn’t 2006, info spreads fast, gamers are smart, and Microsoft had better turn this shit around and fast. They need quick and drastic actions to right the ship, before they wake up and we're all cozied up with our new ps4s.
Now it’s obvious at this point that, no question, damage has been done to the brand and the launch will for sure suffer due to these issues. But the extent of damage depends on how quickly, if at all, Microsoft pulls it’s head out of it ass and starts listening to it’s fans.
IMO, this situation is very analogous to an abusive boy/girl friend situation. They violated our trust, pretend nothing is wrong, listen like crap, don’t meet our needs, etc. But it’s not too late to change. They have +/-4 months to suck up their pride and make things right with the gamer boyfriends and girl friends and maybe, just maybe, if their lucky, we'll will take them back. Here’s my three step program for getting us back in bed.
Step 1. Admit when you’re wrong and apologize
This is no joke. They have pissed off a lot of their loyal customers, retail, and industry professionals (journos, indi devs, etc) faster than I have ever seen in my time as a gamer (+/-30 years). As a start they need to admit there is a problem by directly acknowledging this to their fans with true meaningful dialog. And no pre-caned pr bullshit. They in some way or other need to directly apologize for not listening to their fans, and show a willingness to change by listening to what people are unhappy about.
Why not open a true dialog with their fans, via twitter or other social networks/site, exploring other options or modifications to the systems they are trying to create. Gamers are a very smart bunch. We need an open and positive dialog about these things and deserve to be heard. I also suggest some type of pr announce where they publicly state they are open to potential revisions to their plans, and have created a fan and industry feedback program to make this happen. I know it’s hard to admit when you are wrong, but it’s the right thing to do for your customers and essential to your business.
Step 2. Attempt to Fix what’s wrong
Next, once they start really listening to their fans, it will become clear to them that there is a large list of things needing to be fixed/modified with the XB1 policies.
For starters, a potential revision to the 24 hour log in requirement is a must. Something as simple as a longer time between log ins and/or a program for military personal would go a long way to fixing the perceived problem.
But why not go further. If the log in is designed to prevent unlimited game sharing, via installs of the same game across multiple systems, there are other solutions that offer similar protection for the developer, only require occasional log ins, and allow for loaning and private sales.
For example; they could require the disc to be in the system for first time use and require online registration with a kinect based facial recognition drm added in the mix.
If you want to loan a game to a friend simply log on to your account, select the game, select loan, indicate the friend you are loaning to and how long (say no longer than 30 days max). Your friend takes the game home and registers the game as borrowed and wala.
If you want to transfer ownership by private sale or gift it would work the same way. You log on and select deactivate. Then the game disc would have to be inserted in the new system, and the game could be reactivated to the new account.
And if they want to prevent the negative effects of used game sales the real solution is to prevent sales in the first 2 months at retail. To do this they could set up their system to automatically say, sorry this game has been/is registered to another system and is not eligible for transfer until (insert date).
There are so many solutions; many I’m sure better though out and probably much more eloquent than mine. Point is; Microsoft need to immediately begin exploring these options with its fans, publishers, and retail partners and they need to do it now, before launch.
Step 3. Make amends by offering gifts.
Lastly, Microsoft need to increase the value proposition of the system. Here’s a list of things they can do to address the $100 discrepancy with ps4 and other potential BX1 specific limitations: add a free game with the system (killer instinct) and free 6 months xbla with launch systems, sweeten the pot of 'Gold' with more free games and discounts (AKA mimic ps+) and remove the pay wall to some larger services like Netflix, ad some form of self publishing for indis, partner with cable and net providers for a cheaper subsidized system to undercut ps4s price, announce a program which directly connects the lowering of used game sales to lower cost games (a.k.a steam sales, bundles) etc…
Are you really listening Microsoft?
On a side note, can you also please hire less arrogant disingenuous execs to represent your brand? We want to like you, but it’s really really hard when your PR people are such out of touch ass bags!
