It’s Time For Xbox Live Gold To Go

In an age where you can play anywhere with Xbox, it’s a little unfair that only a portion of users have to pay for Xbox Live Gold.

“Because it makes money” is not a good justification for a service or product. “It makes money because it is good value” or “because it provides something unique and entertaining” is fine.

“Because we shut out part of our service if you don’t pay” is not.

And I know Xbox isn’t the only guilty party here – you’re not going to find any innocent bystanders in the console space – but they’re the only ones who’re also operating on PC. They’re providing the same games, same services on PC and Xbox.

But on one of those devices, playing online is free.

PC Parity

I’ve heard all the arguments. PC users wouldn’t pay for online in a million years, while console players will and do.

Well, yeah. Take away the option not to pay, and people are forced to hand over their hard-earned pennies.

I mean, what next? Play online casino games for real money? Take away the ability to win, who in their right mind would keep throwing money at it?

I’m a big fan of the Xbox of recent years, but this issue is pure hypocrisy. You can’t use a bunch of player-first talk in your marketing and then arbitrarily charge some for a service that’s free elsewhere.

And, listen, I’ve got Gamepass Ultimate, and it’s worth every penny with or without Gold. There’s a service right there that people will continue to pay for whether online play is free or not. I don’t think the idea of Xbox Live Gold going away would cause some massive income deficiency for the company. Microsoft, somehow, would keep on keeping on.

Maybe the CEO would have to stop buying Starbucks coffee or skip the avocado toast for a tin of cold beans. I don’t know.

Service Sadness

We’re living in the age where Microsoft have two dozen development studios – and there are rumours that more will soon be added to the Xbox family.

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The Series X is an incredible console. The games coming are sure to be a treat. Gamepass is unreal. It’s called the best deal in gaming for a reason.

But getting rid of Xbox Live Gold would be a real pledge of confidence in the brand. It’d be the ultimate “we are here to play” statement to Nintendo and Sony, who both charge for online.

Microsoft recently tried to double the price of Xbox Live Gold – a move which I’m sure was entirely about the contrast in optics compared to Gamepass Ultimate. It was the 4D chess equivalent of playing chequers on a snakes and ladders board.

It’s obvious that something is happening behind the scenes, where active conversations are going on about how to phase this service out. But it’s too slow going. By the time it happens, if it happens at all, you’re halfway through the generation. Sony have mindshare. You don’t want to announce this too late.

Today’s defense of, what? Half a billion dollars or so each year? That could lead to much bigger losses later down the road.

It’s time for Xbox Live Gold to go.