How important is the $199 Xbox 360?

Microsoft has long acknowledged that it considers $200 the "sweet spot" of console price points. Now that the manufacturer has finally hit that sweet spot with the new $199 Xbox 360 Arcade, we've been wondering exactly what kind of impact Microsoft can expect, historically, in its bottom line. Luckily, Matt Matthews over at Edge Online did all the heavy lifting for us over a year ago, looking at the effect of system pricing on sales numbers in the last generation of the console wars.
The results, as you can see above, are pretty clear. Only 13% of original Xbox systems sold at the $300 price point, and a plurality of sales came at an eventual floor of $150. Sony's PS2 similarly only sold a quarter of its eventual installed base at a price greater than $200 (Nintendo's Gamecube never sold for greater than $200).
Of course, history is an imprecise guide here. The original Xbox dropped under $200 within six months of its initial release, while the Xbox 360 went nearly three years (exactly 1018 days) before hitting the sweet spot. And while the original Xbox also had competition from Sony and Nintendo, it didn't have to compete with "premium" configurations offered by Microsoft itself. Still, we can't imagine being the first current-gen system to be available for under two Benjamins will hurt sales of the system. For now, the unanswerable question remains: Exactly how much will it not hurt?
The results, as you can see above, are pretty clear. Only 13% of original Xbox systems sold at the $300 price point, and a plurality of sales came at an eventual floor of $150. Sony's PS2 similarly only sold a quarter of its eventual installed base at a price greater than $200 (Nintendo's Gamecube never sold for greater than $200).
Of course, history is an imprecise guide here. The original Xbox dropped under $200 within six months of its initial release, while the Xbox 360 went nearly three years (exactly 1018 days) before hitting the sweet spot. And while the original Xbox also had competition from Sony and Nintendo, it didn't have to compete with "premium" configurations offered by Microsoft itself. Still, we can't imagine being the first current-gen system to be available for under two Benjamins will hurt sales of the system. For now, the unanswerable question remains: Exactly how much will it not hurt?





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Reader Comments (Page 1 of 3)
jsn @ Sep 4th 2008 1:15PM
of course it's an important price point. I already have a couple of co-workers who are interested now because of the price. Also don't underestimate that $199 arcade's ability to upsell people to the 60gb pro. They go in expecting to just spend $199, but for only $100 more they can get the 60gb HD, headset, etc, it's only $100, right? Having a $199 product gets more people interested, period.
jsn @ Sep 4th 2008 1:17PM
you also can't look at the 1st gen xbox's results as anything concrete. The xbox was playing from way behind. It simply didn't have the software lineup that the Ps2 had, and that helped people who didn't own a console go the ps2's direction. The 360 is the games leader at this point. It's the system with the largest library and that coupled with a lower price will make it even more attractive.
WhoMe @ Sep 4th 2008 1:21PM
Are people seriously comparing last gen SKU to current gen, multiple SKUs? Lower price, more sales (duh), but the situation is very, very different now.
The elite, arguably the only version worth getting, is still what? $400?
Not to mention that the $200 one is the ridiculously gimped Arcade.
Dirty @ Sep 4th 2008 1:31PM
The elite isnt the only one worth getting. A hundred bucks for 60 more gigs, and HDMI cable and black paint job? I think not. The Premium is the way to go for most people.
JJ Rooster @ Sep 4th 2008 1:32PM
What does the Elite offer nowadays? Black finish and 60GB more HD space over the Premium for $100 more? I would say the Premium is the way to go for most people, but for your average young kid gamer who probably plays on a CRT TV and never goes online, the Arcade is all they need. Even for all the PS3/Wii people, the Arcade is enough to let them experience whatever 360 exclusives they want.
Microswirl (MKWii:1676- 4270-3674) @ Sep 4th 2008 2:46PM
Actually, here's the best deal:
Arcade ($200) + 120GB HDD ($150) = $350
That's $50 less than the Elite!
Spartacus @ Sep 4th 2008 3:12PM
Microswirl:
Yeah, it's called the "black tax". Apple does it with their computers too.
Saeth @ Sep 4th 2008 3:57PM
You're fucking insane if you think the Elite is the only worthwhile SKU.
It offers very little the 60gb doesn't already have.
Metro Mapper @ Sep 7th 2008 3:28PM
Actually, the new Arcade 360 has an HDMI port.
Doug @ Sep 8th 2008 12:48PM
I could play XBL Arcade games 100% of the time... the Arcade model is only gimped for some.
Geometry Wars 2, Castle Crashers, BC Rearmed, Catan... how much time in the day is there to play all these... let alone the AAA titles.
Don't sell XBLA short!
Red Leader @ Sep 4th 2008 1:22PM
I'm one of those idiots who baught all three systems (all at reasonable prices of course), and I have to say that I get most of my joy out of the 360. The Wii only has a couple interesting games, and the PS3 still doesn't have much I didn't already buy on the 360.
With the way things are going right now game-wise, the 360 could stay over $200 and still do well in my opinion.
Cellien @ Sep 4th 2008 1:42PM
I'm the same. I have all 3 and the 360 definitely gets the most use. I've had it for...almost 3 years now (in Nov)!
Duke @ Sep 4th 2008 2:48PM
Yup, me too. All three in our house and the 360 gets the most love. Its the workhorse while the others serve only to handle their exclusive titles.
I think that the lower price point will bring more people into the "own all three" fold and hence it is a good idea.
krakdol @ Sep 4th 2008 6:52PM
Consumers worldwide disagree with you and chose the PS3, since it outsells your 360 constantly everywhere in the world. I agree with them.
JJ Rooster @ Sep 4th 2008 1:23PM
The 360 will win huge this season with that price. Sure, we know it's gimped, but it's functional enough for the average gamer who probably wouldn't be downloading a lot on XBL anyway.
Sean @ Sep 4th 2008 1:24PM
Given the recent track record, I am a little suspect the MS will be able to keep up with demand if the system does start selling in large volumes again.
Remeber, they had problems with supply in March/April/May (if you believe it), not having enough consoles for Japan when Tales came out, etc.
I hope they are making enough.
Raikage (GOLDEN Gun Of The Patriots) @ Sep 4th 2008 1:26PM
PS2, bought it for $400 couple weeks after launch. (yes the store marked it up $100) (Broke 2 weeks after warranty :()
Then when the GC dropped to $150 with a game I got one (Metroid Prime)
Then I got a deal on an Xbox about a year later when they were at $200. Modded a year later. (2 controllers, DVD Remote, Some cheap game, all for $200)
Hmmm as I think back... The PS2 was a mistake, the GC was pretty awesome, and the Xbox was the best system I've ever owned (before I modded it to get a little more life out of it.)
Now I have a PS2 Slim (after 8 years, for $40 suckers :P)and bought SOTC, the Metal Gear Trilogy, and the GTA Trilogy.
CW @ Sep 4th 2008 1:29PM
Wow that's an awesome story. Thanks for sharing.
I like it so much, I'd sell you my N64 with 6 games and 4 controllers for $20.
Red Leader @ Sep 4th 2008 1:31PM
gg
Mr.ESC @ Sep 4th 2008 1:38PM
Well Good for you.
Back in the day I took some lessons to correct my vocabulary and then I learned how to say phrases that are more socially acceptable for example instead of saying “who gives a sh*t” now I say “Good for you”.
J/K
Well back in the day I was only interested in PC games, comics and card games.
I tried the xbox and I didn't like the games except for Midtown madness 3 and Munch Odyssey but I never got one.
Then I got Ps2 with SH3 all for 300$ which back in the day was a god price for consoles.
I never bought a GC because I wasn't interested in it also that I could play SSBM for free in a local comic store where I bought comic, Magic the gathering cards and yu-gi-oh cards.
Now I’m interested on buying a GC for the controller and SSBM, There is still a bundle in the local Blockbuster.
Raikage (GOLDEN Gun Of The Patriots) @ Sep 4th 2008 1:40PM
SWEET DEAL!
LOL that post was more of a thinking out loud. I bought most of my systems at the "sweet" spot, and it seems as though I enjoyed the ones I bought last more.
Not sure if that has anything to do with it though...
Cellien @ Sep 4th 2008 1:47PM
Great story! Here's mine!
I actually managed to never buy a PS2 even tho I was a PS1 fanboy. I bought a GC at launch got bored of it and bought a Xbox w/Halo right when it dropped in price. Had some of the best gaming days ever with that and I've been gaming since the mid-80s! I have all 3 this gen and the Xbox brand is still my favorite since the day I got Halo 1. :)
Mr.ESC @ Sep 4th 2008 4:27PM
*good.
Fernando Rocker @ Sep 4th 2008 1:26PM
Problem is... the 360 has an amazing library, great online, great graphics, and even if is a very advanced machine, is losing a lot of steam, and I don't price is a factor.
I think the mistake from Microsoft was to release the console a year before the competition, because even if the 360 is comparable to the PS3 in power (minus the bluray) in the eyes of the customers the 360 feels old, because the year of advantage. Yes, launching the console before was a good move for a short period of time, but at the end the PS3 and 360 will have comparable install base.
I don't think MS is very happy with the price cut, and they certainly didn't expect the PS3 to start outselling the 360 almost every month, specially with the PS3 still at a higher price.
This price cut will help, but only for a few months.
HighFiveJesus @ Sep 4th 2008 2:01PM
thats a very level headed statement, gracias
Jacksons @ Sep 4th 2008 2:46PM
Time for a peripheral?
Spartacus @ Sep 4th 2008 3:20PM
That's an interesting take Fernando. But the PS2 sold like gangbusters despite being "a year older" than the Xbox and GameCube. Why? Because that extra year gave it a lead in game development and hardware pricing.
MS and even Nintendo had to play catch up throughout its lifespan.
I don't know how you could spin this negatively for anyone, especially the consumers... MS and Sony starting out at the pricepoints they did this generation was a huge mistake in the first place.
D_Average @ Sep 4th 2008 4:29PM
Currently, I just have a Wii and I'm basically starving for good games. The price drop is nice, but I'm still going to pick up a 80g PS3 for these reasons:
- Bigger Hard Drive
- Blue Ray
- Built in WiFi
- No online fee
- Not into FPS's
WRE @ Sep 4th 2008 5:05PM
D_Average,
If you're not into FPSs then don't buy a PS3. It's obvious, if you're not drinking the Kool-aid, that the 360 has a much larger and more diverse library of games. Don't get me wrong, I love my PS3, but this gen it's the 360 that's packing the variety.
D_Average @ Sep 4th 2008 5:47PM
The only real exclusive I'm looking forward to is LBP. Other than that, there's a ton of games they both have that I'd like. Additionally, I need a Blue Ray player.
j.howlett @ Sep 4th 2008 7:28PM
where are all the fernando apologist and defenders? i don't want to defend him because i know how big a jerk he can be sometimes, along with others, but i'm with high5 about this statement. fernando stay zealous, i'm sure you'll make comments more deserving of a down vote
Cody @ Sep 4th 2008 8:03PM
"Don't get me wrong, I love my PS3, but this gen it's the 360 that's packing the variety."
What?? 360 has like 3 genres of games. First Person Shooters, Third Person Shooters, and Sports.
t_m @ Sep 5th 2008 9:10AM
@spartacus:
but the PS2 had a big advantage in being the sucessor to the hugely popular PS1.. giving it lots of momentum. the 360 didn't have that legacy to give it a boost.
In this case i think fernando has it right. (and is being level headed for once). Once somthing is established in consumer's minds its hard to shift that.. and even new peripherals and lower prices can't do much for people who weren't already considering it or waiting for a price cut.
The 360 has done it's job, and moved MS further up the field... but in going for first mover advantage they had to sacrifice some other things.
Jonny @ Oct 25th 2008 9:50PM
the point of the the early release was to begin sales a year ahead of the competition so that when they drop their system you can drop your prices and thous beat them to the sales while selling twice the product. So when the 360 lost steam that was caused by their tremendous seasonal sales that people are now by the $60 games for to this day. Now as for the PS3 and its bluray that was Sony showing that they are almost out of steam and they jumped the shark on tech just to try for an edge. right now the PS3 is the "cheapest" BluRay player for a reason. Sony knows what they really marketed and that was not a conceal it was a BluRay DVD player.
CW @ Sep 4th 2008 1:27PM
Does anybody else feel like the dropping price indicates an inferior product?
I havent heard about any Wii or PS3 drops...
jsn @ Sep 4th 2008 1:32PM
The Wii was an inferior product the day it came out. The Ps3 had its first price drop after six months on the market... what does that say about it? Only that your troll attempt failed miserably.
JJ Rooster @ Sep 4th 2008 1:35PM
Sony still loses money on the PS3, and Nintendo is too greedy to drop the price. I don't think either of them need to yet anyway.
dark_inchworm @ Sep 4th 2008 2:09PM
You've got marbles in your mouth.
Downvoted, bitch.
Vegeta (aka Ska Oreo) @ Sep 4th 2008 2:21PM
"and Nintendo is too greedy to drop the price"
Wait what? Care to explain how Nintendo not dropping the price, even though the price is still considered the sweet spot and that Wiis are still selling amazingly in all areas, greedy?
Vcize @ Sep 4th 2008 2:24PM
$600 != $400.
Jack of No Trades 85 @ Sep 4th 2008 2:24PM
@Vegeta
They are greedy because they could sell the Wii at 150 bucks and still make a profit.
Vegeta (aka Ska Oreo) @ Sep 4th 2008 2:37PM
@Jack.
1. calling Nintendo greedy is just plain ridiculous. OH MAN NINTENDO TRYING TO FIND A WAY TO MAKE THE MOST AMOUNT OF MONEY ON THEIR PRODUCT? That's what a company does my friend. I mean if you're going to call Nintendo greedy, you might as well also call Microsoft and Sony greedy as well. They all do the same thing.
2. Why should they? I mean they're comfortable with the Wii pricing, people still find the $250 price tag affordable and are buying the system in droves. So I ask again. Why should Nintendo lower the price? Sure they'd still make a profit off of the Wii even if they did lower the price, but they'd be able to make more money off the console if they kept the price the way it is. It's not being greedy, it's just common sense.
Killjebus @ Sep 4th 2008 3:04PM
@Jack
It's pointless to argue with him. Veggieboi can never be turned away from Emperor Mario no matter what you say.
All companies want our money, they are all greedy, but Nintendo is in my opinion by FAR more greedy than Sony and even more greedy than MS...which really says something.
Selling a GameCube @ $250 because the lemmings don't know any better does NOT make it right...and nor should it. Slowly but surely, the masses are realizing that the AMAZING machine they got is NOT so amazing afterall.
Peace be with you...RAmen
Vegeta (aka Ska Oreo) @ Sep 4th 2008 3:33PM
@Killjebus
I...Wow. You just get more and more pathetic with each and every post don't you?
Killjebus @ Sep 4th 2008 4:03PM
@Veggieboi
What pray you exactly is pathetic about my comment? Please...enlighten me.
You are becoming WORSE than Fernandos ever was with your pointless defense of a company that LOVES to rape the customer with products that are a decade old.
DEEZNUTZ @ Sep 4th 2008 4:54PM
@ Killjebus
I hope no one ever hires you for your business sense... cause you have none.
Say what you want about the Wii (and I agree with you wholeheartedly about it, including it being overpriced) but Nintendo would be stupid to cut the price on a product they cannot keep off the shelves. It's just basic supply and demand. Until Wii boxes are collecting dust on retail shelves, a price cut is out of the question.
Vcize @ Sep 4th 2008 4:55PM
It's rare for me to defend the Wii, but if the console is selling so much that you can't even keep them in stock it would be pure idiocy to drop the price. What would that accomplish?
It's not greed, it's business. And it's not even greedy business here, it's just common sense business.
To be quite honest, they probably should have RAISED the price by now, given that the thing was selling for $300+ on ebay for a year and a half. That is market value.
Top Cat @ Sep 4th 2008 5:01PM
Regardless, using the horrible nickname "Veggieboi" makes your opinion null and void.
Killjebus @ Sep 4th 2008 5:15PM
I understand why Nintendo is keeping the overpriced Wii where its at. Nintendo knows that it is still selling very well and that at this time no price cut is needed.
My point was...just because they can rip-off the masses does not mean they should.
Sony could sell the PS2 at $150-200 and they would still move systems, its just that Sony is trying to make every system they sell as AFFORDABLE as they possibly can...especially with the PS3.
I commend them for that, and I fart in the Plumber's general direction for assraping the customer with decade old hardware and games that require little to no skill.
I find this article intriguing.
http://www.digitalspy.co.uk/gaming/a128942/retailer-cuts-nintendo-wii-price.html
Is the demand slowing down in GB?
I know it is slowing down in other parts of the EU, perhaps this is the 1st sign of the Wii fad coming to an end. Then again, perhaps not.
TwEE @ Sep 4th 2008 5:57PM
Killjebus you're such a cartoon villian.. You're the Gargamel to Nintendo's Smurfs..