Microsoft speaks on Natal pricing

By Oli Welsh Published 7 October, 2009

To be cut over time, like a console.

Xbox boss Robbie Bach has given the first indication of how Microsoft intends to market the Natal motion sensing device, indicating that the price will start high and reduce over time.

"Relative to Natal, we'll see how the pricing cost works out," he told an audience at Microsoft's Open House event in New York, according to Variety. "But people should expect that it will go through the usual price curve."

Bach's comment suggests that the price of Natal will be driven predominantly by the manufacturing cost of the technology - and you should be probably be braced for it to be quite expensive to begin with.

Asked when it would no longer be referred to by its Natal codename, Bach simply said, "when we tell you to call it something else."

Bach was also quizzed on Microsoft's plans - or otherwise - regarding the portable gaming market. He indicated that Microsoft had more interest in mobile phones than handheld consoles.

"So in the gaming space, you need to make a fork-in-the-road decision on whether you're going to do a portable device or focus on phones. The way technology is advancing with phones, [they are] going to be a very strong platform. The only think holding it back today is battery life."

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About Oli Welsh

Oli is Eurogamer's acting deputy editor and reviews editor and likes to take things one word at a time. He is among the best dressed people in South London.

Read more articles from Oli by visiting the Oli Welsh archive page.

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Comments (62) Latest comment 3 years ago

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  • JahB #1 3 years ago

    given the price of the new wireless adapter, Natal will probably sell for GBP149/EUR199 at launch.

  • Ryze #2 3 years ago

    '...people should expect...', surely?
    Edited by Ryze at 07/10/09 @ 08:58

  • Xerx3s #3 3 years ago

    "He indicated that Microsoft had more interest in mobile phones than handheld consoles. "

    Then fucking do something about it! WinMo can be an awesome OS for certain things and has thousands of nifty programs but right now it is direly lagging behind without a marketplace!

  • JonFE #4 3 years ago

    The only way for Natal to have a chance is by offering it at a sensible / attractive price. If MS actually plan to price it high and reduce over time, they may as well not bother at all...
    Edited by JonFE at 07/10/09 @ 09:05

  • GamerG #5 3 years ago

    If MS want to get this into homes it can be no more that £50 and must include some demo type games like Wii Sports

    Otherwise it will be total fail.

  • hiddenranbir #6 3 years ago

    expectations!

  • wizlon #7 3 years ago

    If it costs more than £70 then I'm out. And that £69.99 price better include some killer software. It hurts even more that MS have no plans to update existing games to use Natal.

  • davisorle #8 3 years ago

    Post deleted at 20:44:35 16-04-2012

  • mode7 #9 3 years ago

    It always seemed to me that the hardware for Natal was not much more than just a couple of cameras. I imagined the real magic behind it lay in the software. Which would give it the potential to be relatively cheap?

    If the RRP of a regular game is £49.99 than I lay an extra 40 quid on that price.

    so... £89.99 for the Natal bundle.

  • Thalanos #10 3 years ago

    My guess. £140 minimum.

    In a world where plastic guitars and drums are £60, two high quality depth-sensitive cameras with high-end image processing hardware attached will not be sold for less.

  • mode7 #11 3 years ago

    @Thalanos

    I would have thought the "depth-sensitive cameras" that you speak of come from just having two of them strapped together?

  • tesco #12 3 years ago

    Slow news day? "this just in, a company will release something for a high price to capitalise on early adopters then reduce it slowly in line with demand". "Coming up, our feature on supermarkets charging money in exchange for goods and an expose on the sun going down at night".

  • Darren #13 3 years ago

    I can't see Natal being a huge success on the 360. For one thing, it will never be a standard because it doesn't come with the console, you have to fork out extra for it. Secondly, not every game will support it and old games definitely won't as Microsoft have confirmed this. Finally, knowing Microsoft's pricing for their existing peripherals, I expect Natal will be overpriced anyway, which will limit its appeal straight away. Others are guessing at £150 here... well, personally I wouldn't pay the asking price of a console just for a fun but non-essential feature. I wouldn't even pay £100, I just don't think I'd use it much beyond navigating the dashboard Minority Report-style (which does admittedly sound cool!).

    I like the concept but in all honesty, Microsoft should have kept it only for the Xbox 360's successor and built-in into the console as standard like the Wii so everyone has the option to use it with no hidden costs. You'd then get maxium market penetration as the console sells larger quantities. Of course, a standard controller should also be included, I personally wouldn't like to see that replaced, only for Natal to be an optional method of control supported by as many games as it is suited for.

  • Retroid #14 3 years ago

    If it's expensive to start off with I simply won't buy it to start off with. Which is a Bad Thing for MS since they'll be wanting as many people as possible to pick this up when its released.

  • flaming.carrot #15 3 years ago

    Microsoft have lost the mobile phone market IMHO unless WM7 next year is groundbreakingly good. I'd rather see them pump the Entertainment and Devices Division revenues into bring cool tech like Natal out at an attractive price.

  • ziggy_played_guitar #16 3 years ago

    I need to have it, if only to play arround in the dashboard. My limit is about 200 Eur.

  • MENTAL1ST Verified Senior Software Engineer, Picsel UK Ltd. #17 3 years ago

    He indicated that Microsoft had more interest in mobile phones than handheld consoles

    I just got a promotional mail from MS today about "Windows Phone", which appears to be a rebranding exercise. Except that their website doesn't seem to work. Which seems to be typical of Microsoft's track record in the mobile space.

    And that's a pity, because with a bit of interface work (and a centralised App store) Windows Mobile could be a great mobile OS.

  • Beige_Alert #18 3 years ago

    It's fortunate that MS has deep pockets, because if Natal is priced to high they're going to have to pay developers a premium to build games for it. A risky gamble I think.

  • MENTAL1ST Verified Senior Software Engineer, Picsel UK Ltd. #19 3 years ago

    As far as natal goes, since they're talking about treating like a console launch, I'd expect Natal+360 bundles to be just shy of 300 quid.

    So, probably between 100 and 130 quid for Natal+Flagship game. I guess they could go up to 149.99 for parity with the full Guitar Hero and Rock Band bundles.

  • VMerken #20 3 years ago

    I'd start at €249.99 and then bring it down to €199.99 after a week or so, nyuk nyuk.

  • Thalanos #21 3 years ago

    @mode7

    Correct. That's what I meant. Though 'just strapped together' is oversimplifying it somewhat. It's realtime skeletal motion capture and processing that needs to work in all kinds of lighting conditions and setups. The hardware doing that and the years of research don't come cheap. £80 is not remotely likely.

  • Les #22 3 years ago

    "But people should expect that it will go through the usual price curve."

    In that case, MS should expect that it will be a commercial failure...

    If it's markedly more expensive than a 'regular' controller (and a statement like this suggests that), the market for it will be minimal. The people that would generally be inclined to throw money at it are the hardcore but Natal's relevance for hardcore type games is sketchy so far IMO.

    Natal starts to sound even more like vapourware.

  • Britesparc Verified Creative, ITV #23 3 years ago

    I've been assuming it'd be about a hundred pounds, including at least one game. It'd be a shame if it was more expensive, unless it's bundled correctly, as then it might not be so much of an impulse buy for the "casual" audience. Wii Fit sold bucketloads, even when retailers hiked the price above £100, but that was on the Wii, which had already built an audience for that kind of thing.

    I'm also anticipating some Xbox/Natal bundles, and hopefully a sexy, slim-line redesigned 360...

  • Geordiemp #24 3 years ago

    Thats the problem with a fancy 2 camera and hardware processing, it will be > £ 100, or £ 150 with games...Not to meantion they bought the license to the technology and there has to be payback...

    Look at Sony, you can buy Sony eye now for £ 18 (cheapest on Google), add a wand and a game for £ 50 to £ 60 and they dont look so daft....for a change....Make a proper light saber game and they could rule again (god they are not that smart)



  • peterfll #25 3 years ago

    Tech product launches at higher price which reduces over lifetime shock.

  • kinky_mong #26 3 years ago

    Give it whatever price you want to MS, just don't force it in to anything I want to play.

  • moggsy #27 3 years ago

    @Darren

    'I can't see Natal being a huge success on the 360. For one thing, it will never be a standard because it doesn't come with the console,'

    The Wii Balance Board is giving you a wave.

  • Darren #28 3 years ago

    @moggsy - Is the Wii Balance board a Wii standard? It has sold a lot of units, yes, but I don't own one and I know other people who don't either.

    For something to become a standard in the way I mean it has to be included with the console like, for example, a controller is so EVERY owner of that console has access to it. ;)

  • Chazmeister #29 3 years ago

    If it's £200 or under, then I'm buying one.

  • uglygamer #30 3 years ago

    Whats a suitable price for this? Hard to tell now until you actually get some action with it. If they fully back it with a lot of proper titles then it maybe worth a premium, but if its full of casual rubbish then it has to be cheaper.

  • MENTAL1ST Verified Senior Software Engineer, Picsel UK Ltd. #31 3 years ago

    To clarify my earlier point, Microsoft have stated that they want to treat the Natal launch as a big event, akin to a new console launch. They clearly want to see the system as an upgrade to Wii owners, or an alternative for potential-wii owners. So they'll be looking at the price of the system combined with the base console (possibly only the Arcade) - and they know from Sony's experience that they're not going to see like hotcakes at £425.

    As such, the Natal device on its own will be priced at slightly-less-good-value than the console and device combined.

  • moggsy #32 3 years ago

    @Darren

    Are you saying that the Wii Balance Board hasn't been a huge success?

    Because it has been and there's absolutely no reason why Natal can't be either with the right price and marketing.

  • dirk_aircool #33 3 years ago

    I've got a name for it . YAWWWWWWWWNARAMAAAAAA

  • Fidjit #34 3 years ago

    Wii Balance board is a success because its attractive to the huge new user market that Nintendo has single-handedly created and now pretty much own. (non-gamers and families)
    Not to say that Natal can't match its popularity..but its going to be a long & difficult slog for Microsoft. Luckily they do have the funds to keep pushing it.

  • Skurmedel #35 3 years ago

    Fucking amazing revelation there. "It will start high and lower over time", much like any other electronic device. Unless it's a 360 Arcade of course, then it might even go up for a short while.
    Edited by Skurmedel at 07/10/09 @ 12:33

  • irve77 #36 3 years ago

    The problem for Natal is that you need a hardware bundle of a 360 elite with Natal .. so if people are right and they are thinking £100 then you have to aske yourself is the market ready for a £300 360 again ?

    I think that MS have to think long and hard about their intention with Natal .. it could be the greatest product in the world but it needs support and it need people buying it ... and anything over £70 is going to be a very hard sell to most people. Realistically they need to be looking at £50 with some shit like Wii sports thrown in.

  • Les #37 3 years ago

    "Fucking amazing revelation there. "It will start high and lower over time", much like any other electronic device."

    As far as console peripherals go, it is pretty shocking. In general prices of controllers, cables, etc. remain pretty stable over the life cycle of a console.

  • laudy #38 3 years ago

    @Les

    Agreed. Controllers, for example, are roughly the price of a game to start with. I cannot see Natal or whatever it is "when we're told to call it something else" coming in at that price range.

    Nevertheless, it'll be interesting to see what develops...

  • dsmx #39 3 years ago

    Microsoft would be better off delaying it and releasing it as a standard part of their next console.

  • Shikasama #40 3 years ago

    £50?

    Christ, some consumers act like spoilt children. In what universe could Natal, one of the most groundbreaking pieces of technology to enter the home be sold for £50?

  • Beano #41 3 years ago

    "In what universe could Natal, one of the most groundbreaking pieces of technology to enter the home be sold for £50?"

    I belive you can get a EyeToy for less than £50... same thing as Natal really ;)

  • Rubarack #42 3 years ago

    Hmm, SegaCD/32X anyone?

  • Darren #43 3 years ago

    @moggsy - No, I'm not saying the Wii Board hasn't been successful but you have to admit that it is an extremely rare example of an exclusive console add-on that has sold in huge numbers, thanks to extensive advertising and the desirability of the Wii itself among casual gamers, mums and grannies. Even then I don't think more than 50% of Wii owners have one. (Does anyone how many it has sold compared with actual Wii consoles out of interest?)

    Is the Xbox 360 a desirable product for the casual audience in the same way that the Wii is when it's spent the majority of its four years on the market so far appealing to predominantly hardcore gamers who want to play Halo and Call of Duty online?

    OK, so I'm generalising to a large extent but Microsoft are going to attempt to revamp the Xbox 360 with Natal to appeal to a whole new audience like Nintendo did with the Wii but it's totally different from launching a new console with a different controller from the off. I'm not entirely convinced at the moment that it'll work because it's an optional add-on as opposed to something that is included in the box with the console for everyone to try and for all developers to code for knowing that there's a large user base out there. Good luck to them and all that but I'd have thought Natal would have made more sense being included as standard in the next Xbox.

    That's the point I was trying to make.

  • moggsy #44 3 years ago

    @Darren

    Fair enough I agree that peripherals are not always successful.

    I suspect that MS will be creating a Natal/console bundle to appeal to the masses. I would hope that this will also feature a new Xbox 360 'Slim' but this may be too much to expect.
    Edited by moggsy at 07/10/09 @ 14:02

  • Stormflood #45 3 years ago

    "one of the most groundbreaking pieces of technology to enter the home"

    lol

  • actionfitz #46 3 years ago

    "indicating that the price will start high and reduce over time. "

    unlike the xbox hard drives and wireless peripherals which still rip people off to this day.

  • JonFE #47 3 years ago

    @davisorle:

    Natal's success relates to the games that support it. In order for 3rd party developers to even bother, Natal must reach an install base big enough to justify the cost of development. Existing x360 owners are prime candidates, because they already own part of the required hardware. If MS price Natal (as a standalone device) very high, they risk getting slow sales because people will adopt a "let's wait and see" attitude towards the device and in return game developers / publishers will be reluctant to support it properly.
    Edited by JonFE at 07/10/09 @ 14:23

  • davisorle #48 3 years ago

    Post deleted at 20:44:35 16-04-2012

  • Beano #49 3 years ago

    @davisorle : You really are a blind fanboy, aren't you? :o

  • Machiavellian #50 3 years ago

    Personally, I believe a lot of you really do not know what you will do when Natal launches because we really do not know how the hardware will perform and how Natal will either enhance gaming, make it suck or take it to another level. The key is you will pay what MS charges if the Hardware can produce a game that is a must have for its technology. Speculating on what you will or will not do based on price is way to early because no one really knows exactly what Natal will be able to do until it is release.

  • Beano #51 3 years ago

    True - don't belive the hype and wait and see. That's my opinion.

  • Dark_Stranger #52 3 years ago

    "indicating that the price will start high and reduce over time" really, i wonder what genius decided on this unusual business model?

  • UKLL #53 3 years ago


    I'm guessing at least £100 at launch.

  • miiiguel #54 3 years ago

    Notoriety-wise at least Natal is already a winner.
    Edited by miiiguel at 07/10/09 @ 16:19

  • DrDamn #55 3 years ago

    @Ashen-Shugar
    Agree with the general sentiment of the post with a few comments. When talking about EyeToy we are presumably referring more to the PS3Eye rather than the old PS2 Eyetoy. In which case it does have a mic built in - fairly minor point. I have a feeling the Natal mic is directionally aware but I'm not sure.

    The other point is that with the proposed Sphere/Wandildo a significant amount of processing that the Natal camera will have to do is covered by the more direct information the accelerometers etc will provide.

    It's clear Natal is a lot more than an EyeToy-a-like though. I'd like to see more demonstrations of the practical use beyond what has been shown so far. Particularly in the area of accuracy.

  • davisorle #56 3 years ago

    Post deleted at 20:44:35 16-04-2012

  • Incarta #57 3 years ago

    Standalone Natel is going to be very expensive. Natel bundled with a 360 will be cheaper. They can use the money they're making through re-hashing the 360 to sell Natel at a loss. At least, that's what I think will happen.

    And they will bundle it.

  • Alkeno #58 3 years ago

    Natal as an add-on will be expensive, it's the only way it can be done... but hell, how many millions are buying Guitar Hero guitars every year or getting the Rock Band whole set of instruments? Players are willing to pay if what's offered is appealing!

    In any case, Microsoft will have a much better chance at selling the bundle (360+natal) than the standalone thing. Microsoft also knows that everyone with an old 360 is thriving to get rid of it as it's bound to RRoD (again), so it makes sense for current owners to skip the add-on and jump into the new bundle if the pricing if right...

    In any case this is going to be a hard battle for Microsoft.

  • Ace_McCloud #59 3 years ago

    Natal is easily the most exciting of the motion control movement for me...

    Yet the lag in demos and the obviously high price point has me sceptical but desperately wanting to be convinced.

  • vilegurl #60 3 years ago

    I'll buy it if and when they can prove it's worth my cash

  • MARKIV #61 3 years ago

    Given their past 2 offerings the Xbox 1 vision cam and 360 version ( like I just can't stop playing Totemball! ) I'll doubt they'll support this properly. Also. I just hope they work how you can pause the game mid level with both your hands up in the air!

    If you ask me, it's just a ploy to stop people buying a Wii, just like HD-DVD player was a ploy to stop you buying a PS3!

    M$ please prove us wrong!
    Edited by MARKIV at 07/10/09 @ 21:16

  • man.the.king #62 3 years ago

    If they are keeping the price high, then IMO MS may be expecting it to not perform that well, in which case their real goal may be to use this as a peripheral to bring it into public consciousness so that when the next-generation of MS consoles launches, an appreciable percentage of gamers may have gotten comfortable enough with it to buy wholeheartedly into the concept, thus helping the launch of their next-gen console (which I expect will have most of the Natal tech inbuilt, except for the camera).
    Edited by man.the.king at 07/10/09 @ 21:56