Activision: Up To (Microsoft) To Win The Value Argument

A lot of the top publishers these days tend to make deals with certain video game consoles. For example, Ubisoft is bringing either exclusive or timed-exclusive content to the PlayStation 3. On the other side of the coin, Activision has been sure to give the Xbox 360 timed exclusives when it comes to their Call of Duty franchise.

That’s why it comes as quite a surprise that Activision Publishing head Eric Hirshberg had some light concerns with Xbox One’s $499 price point in this interview with GamesIndustry International.

"It’s up to (Microsoft) to win the value argument. If you do a focus group of a gazillion people and you show them two prices for two competitive products, 100 percent always prefer the lower price. I think from a first impression standpoint the win goes to Sony, at least as it relates to pricing. Microsoft is going to have to win the hearts and minds and convince people that the higher price point is worth it, and that it provides really meaningful capabilities that will be meaningful to consumers. And it’s a long game, so I am sure that’s what they intend on trying to do."

Those are some strong words for a top publisher like Activision to be making, but as Mr. Hirshberg pointed out, it’s going to be a long road to launch. Anything can happen to any of the three big consoles between now and the holiday season. The Wii U could have a much-needed price cut. The PlayStation 4’s graphical capabilities might have issues with attaining 60 FPS. The Xbox One could flip on any of their policies yet again.

Activision has a point, though. A console being $100 cheaper does have an appeal to it, although the PlayStation 3 launched at $200 more than its competition and is tied with Xbox 360 in units sold. Does price matter to you? Do you see a difference in value between Sony and Microsoft’s 8th gen consoles? Do you think Activision will make any timed-exclusive concessions in the years ahead? Let us know below!