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Lewis: Pricing spectrum will broaden

Ben Parfitt
Lewis: Pricing spectrum will broaden

As the industry continues to debate the rising price of software RRPs, Xbox EMEA vice president Chris Lewis has urged the trade to be ready for ‘a broader spectrum of pricing’ as the industry grows.

“As the industry matures then we start to see a broader spectrum of pricing and offers in the market, in the same way you see in other industries,” he said.

“Our industry is still relatively young and this is a natural maturing of the way we approach things – the choice and breadth of different titles will inevitably lead to premium price products and more budget priced products. It’s a natural evolution.

“I think it’s a healthy and relatively natural issue. We as a platform holder and a publisher have to think hard about these things so that we are confident in our prices.

“But the debate will run and run, and used software adds more fuel to the fire as well.

“Indeed, all forms of software distribution will evolve over time. It’s right to have a different mix of price points in the market to match all of our different offerings.”

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Tags: Microsoft , Retail , games , Xbox , 360 , video , pricing , rrp , lewis , chris

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