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Kladli jste si někdy otázku, jak se může služba Xbox Game Pass Microsoftu při stabilně široké nabídce her finančně vyplatit? Na to existuje poměrně jednoduchá odpověď: nevyplatí. Tedy alespoň ne po finanční stránce a z krátkodobého hlediska, jak uvádí šéf marketingového oddělení Xboxu, Aaron Greenberg. Ten v rozhovoru pro pořad What’s Good Games přiznal, že základní myšlenka Microsoftu v případě podpory služby Xbox Game Pass už z principu nemůže spočívat v maximálním výdělku, ale v zavázání si hráčské komunity.
Za relativně nízkou částku mají hráči na výběr významné množství titulů.
Současná podoba je součástí dlouhodobějšího plánu Microsoftu. „Není to velká hra o zisku,“ uvedl v rozhovoru doslova Aaron Greenberg a dodal, že se to týká současného stavu a naznačil, že Microsoft je se službou Xbox Game Pass na konzolích i na PC teprve v začátcích. Greenberg k tomu z hlediska delšího výhledu nedodal nic konkrétnějšího, uvedl ale, že pokud vše půjde dle dosavadních plánů, tak i tyto krátkodobé investice budou mít svoji návratnost. Z hlediska ztrátovosti je samozřejmě řeč o tom, že za relativně nízkou částku mají hráči na výběr významné množství titulů. Microsoft navíc touto formou distribuuje i novinky a ty zůstávají ve službě poměrně dlouho. Takže kdo má dostatek prostoru, ten si své favority určitě může stihnout odehrát dříve, nežli z této služby opět nadobro zmizí, a to navíc za poměrně nízkou částku, jež u nás činí 259 korun měsíčně.
Na adresu komentářů týkajících se životnosti Microsoftu a jeho výdrže touto formou hráče a jejich zábavu „dotovat“ odpovídá šéf marketingu s pobavením. „Vždy se smějeme [když to slyšíme]. Nemusíte se o nás bát. Microsoft bude v pořádku, zvládneme to,“ dodal v jedné z posledních epizod What’s Good Games s nadsázkou Greenberg. Jeho slova pak nejlépe podtrhují cifry, které na svém Twitteru sdílel japonský analytik Serkan Toto:
Microsoft je jednou z největších společností na světě a už jen cifra 390 milionů dolarů (v přepočtu téměř 9 miliard korun) vyjadřující denní příjmy dává tušit, že dotování současných 10 milionů předplatitelů je jen pouhou kapkou v moři. A pokud si nyní kladete otázku nad tím, proč by někdo měl chtít dotovat hraní významné části herní komunity, tak kromě nějakého blíže neurčeného dlouhodobého plánu zde jde zejména o marketing. Aaron Greenberg dále v rozhovoru kladl řečnické otázky směřující k tomu, že zákazník, který dostane za menší obnos peněz hodně muziky, může být zavázaný dlouhodobě a především může být spokojený i navenek. A právě v tom momentálně tkví jádro toho, čeho chce Microsoft s Game Passem dosáhnout. Protože jak Greenberg dále dodává: spokojený zákazník mnohem pravděpodobněji službu doporučí i ve svém okolí. A takováto forma marketingu všeobecně platí za nejúčinnější nástroj reklamy.
Určitou kompenzací by v tomto ohledu pro Microsoft mohlo být předplatné Xbox Live Gold, nicméně zde se začalo mluvit o tom, že on-line hraní na Xboxu by nově nemuselo být zpoplatněno. Minulý týden jsme informovali o zrušení ročního předplatného a ruku v ruce s tím přicházely i informace od insiderů naznačující, že se chystá mnohem dramatičtější změna. Ve vzduchu například visí propojení s nejdražší verzí Game Passu s přídomkem Ultimate. Ovšem to už se pouštíme do spekulací. Důležité je každopádně to, že velkorysá nabídka Game Passu zůstvává neměnná a Microsoft plánuje i přes blíže nespecifikovanou ztrátovost v podpoře této služby pokračovat i nadále. To bude mít ještě letos podobu například příchodu nového Microsoft Flight Simulatoru či Halo Infinite .
VIDEO
29. 7. 2020
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