Key Takeaways AMD’s RX 9060 XT is set to launch on June 5th, 2025 in both 8GB and 16GB versions under the same name, creating confusion and backlash. Reviewers and gamers say 8GB of VRAM isn’t enough for modern gaming, especially at 1440p. AMD’s decision to showcase only the 16GB model in benchmarks raised concerns about transparency. This move mirrors Nvidia’s controversial RTX 4060 Ti rollout, suggesting an industry trend of misleading GPU marketing. It all started with a new GPU announcement. The AMD Radeon RX 9060 XT is set to launch, and on paper, it looks like a solid move. A $349 graphics card with 16GB of VRAM? Not bad. That’s more memory than some RTX 4070 cards. Sounds like AMD might finally be delivering some value again, right?  Well, yes and no.  Because right alongside that 16GB version, AMD is also releasing an 8GB version for $299. Same name, same chip, half the memory. And that’s where the internet lost it.  Déjà Vu: We’ve Seen This Trick Before If this sounds familiar, it’s because Nvidia pulled the same move with the RTX 4060 Ti.  They sold both 8GB and 16GB versions with the same branding, but a $100 price difference. The RTX 4060 Ti 8GB launched in May 2023, and the 16GB variant followed in July.  Source: Nvidia Gamers hated the confusion. Reviewers criticized the 8GB version’s lack of performance, especially in memory-heavy games, and the way Nvidia tried to sweep the difference under the rug.  Performance dipped significantly at 1440p, and stuttering was a problem even in some 1080p titles. The backlash was swift. Tech media slammed Nvidia for deceptive marketing, and buyers were left second-guessing which version they were getting.  We’ve seen this pattern before in Nvidia’s review restrictions around the RTX 5060, where early coverage was shaped by what reviewers were allowed to test – and what they weren’t.  It led to a mess of misinformation, bad value perceptions, and a very clear message: don’t confuse your customers. So naturally, AMD did it too.  It’s like watching two billion-dollar companies playing a game of ‘Who Can Confuse the Customer More.’ It’s not just about the money. It’s about trust, and AMD just dumped a bunch of it off a cliff.  Frank Azor Lights the Fuse on X The backlash started when AMD’s Director of Gaming Marketing, Frank Azor, took to X to defend the 8GB card.  He said that most gamers don’t need more than 8GB of VRAM and that the cheaper card still serves the mainstream crowd just fine.  It’s the same reasoning Nvidia used last year with the RTX 4060 Ti. That didn’t work then, and it isn’t working now.  Because when Steve from Hardware Unboxed sees a bad take like that, you know a flamethrower video is coming. And oh boy, did it come.  Hardware Unboxed Fires Back The backlash against AMD’s 8GB RX 9060 XT took off after a post from Hardware Unboxed on X called out the company’s defense of limited VRAM.  In response to AMD’s claim that most gamers don’t need more than 8GB of memory, Hardware Unboxed accused them of misleading buyers and building weaker products just to hit certain price points. The criticism gained traction fast. Tech YouTuber Vex picked up the story and added fuel to the fire by showing side-by-side gameplay comparisons.  In multiple games, the 8GB RX 9060 XT showed serious performance issues – stuttering, frame drops, and VRAM bottlenecks – while the 16GB version handled the same titles smoothly.  And yet, during the GPU’s official reveal, AMD only showed performance data for the 16GB card. There were no benchmarks for the 8GB version – not a single chart. That omission wasn’t lost on anyone. If AMD truly believed the 8GB model held up under modern gaming loads, they would have shown it. The silence speaks volumes.  Why This Actually Matters You might be thinking: ‘So what? Some games still run fine on 8GB. I only play Valorant.’ Sure. But the problem is bigger than that. Source: AMD Games are getting heavier. Even titles like Cyberpunk 2077, released in 2020, can eat up more than 8GB of VRAM. And with GTA 6 (still) on the horizon, do you really think game developers are going to keep optimizing for 8GB cards in 2025? That’s not how game development works. Developers target the most common setups, yes. But hardware also shapes software.  If everyone’s stuck with 8GB, games will be designed around that limit. That holds back progress for everyone.  It’s like trying to make a movie with a flip phone because some people still own one. Same Name, Different Game Another big issue is how these cards are named and sold.  The RX 9060 XT 16GB and RX 9060 XT 8GB are not clearly labeled as different products. They’re just two versions of the same GPU.  But that extra memory makes a huge difference.  In some games, the 8GB card performs dramatically worse. And yet, unless you know what to look for, you might walk into a store and buy the 8GB version thinking you’re getting the same performance.  You’re not. You’re getting a watered-down version with the same name and a silent asterisk. This isn’t just AMD’s Problem Nvidia started this mess with the 4060 Ti naming confusion. AMD just saw the outrage and decided to walk straight into the same buzzsaw.  It’s hard not to feel like both companies are treating consumers like they’re too dumb to notice. Spoiler: they noticed. And this whole ‘VRAM doesn’t matter’ argument? It’s already been debunked by dozens of reviewers.  If you’re spending over $300 on a graphics card in 2025, it needs to last more than a year or two. 8GB cards are already struggling. Buying one now is like buying a smartphone in 2025 with 64GB of storage. Sure, it works. Until it doesn’t. Steam Data Doesn’t Help AMD’s Case AMD and Nvidia both love to point at the Steam Hardware Survey. They say, ‘See? Most people still play at 1080p.’ And that’s true – for now. Source: Nvidia But what they leave out is that 1440p gaming is growing fast. More gamers are upgrading their setups because 1440p monitors are getting a lot more affordable.  Take the Pixio PXC277 Advanced, for instance – a 27-inch curved 1440p monitor with a 165Hz refresh rate and 1ms response time, all for $219.99. A few years ago, a screen like that would’ve cost you double. Now it’s entry-level. Gamers are ready to step up their experience. The only thing holding them back is GPU hardware that’s still stuck in 2020.  Planned Obsolescence in Disguise Here’s the worst part. Companies know full well that 8GB won’t cut it in 2026.  But they still sell it, knowing many gamers will only find out when it’s too late – when the stutters kick in, the textures disappear, or the next big title becomes unplayable. It’s planned obsolescence disguised as ‘choice.’ And while it’s great to have options at different price points, it should be clear which option is built to last – and which one is built to frustrate.  So, Is AMD Actually Screwed?  Not right now. In fact, they’re playing the game better than they used to.  They’ve learned from past pricing disasters and figured out how to get better launch-day headlines – even if it means faking the MSRP and letting street prices run wild.  But this kind of marketing comes at a cost. If AMD keeps making decisions that prioritize short-term wins over long-term trust, they’ll lose the very crowd that once rooted for them.  We don’t need two Nvidias. We need AMD to be different – to be better.  One Name, Two Very Different Cards The RX 9060 XT 16GB might be a good deal. But it’s being overshadowed by the 8GB version’s drama. And the longer AMD keeps playing games with memory and naming, the more it chips away at its hard-earned goodwill.  This whole mess could’ve been avoided with one simple move: name the 8GB card something else. Call it the RX 9055. Call it Lite or whatever. Just don’t make it look like the same card when it isn’t.  Until then, buyers beware. There’s more going on behind the box art than meets the eye.  Anya Zhukova is an in-house tech and crypto writer at Techreport with 10 years of hands-on experience covering cybersecurity, consumer tech, digital privacy, and blockchain. She’s known for turning complex topics into clear, useful advice that regular people can actually understand and use.  Her work has been featured in top-tier digital publications including MakeUseOf, Online Tech Tips, Help Desk Geek, Switching to Mac, and Make Tech Easier. Whether she’s writing about the latest privacy tools or reviewing a new laptop, her goal is always the same: help readers feel confident and in control of the tech they use every day.  Anya holds a BA in English Philology and Translation from Tula State Pedagogical University and also studied Mass Media and Journalism at Minnesota State University, Mankato. That mix of language, media, and tech has given her a unique lens to look at how technology shapes our daily lives.  Over the years, she’s also taken courses and done research in data privacy, digital security, and ethical writing – skills she uses when tackling sensitive topics like PC hardware, system vulnerabilities, and crypto security.  Anya worked directly with brands like Framework, Insta360, Redmagic, Inmotion, Secretlab, Kodak, and Anker, reviewing their products in real-life scenarios. Her testing process involves real-world use cases – whether it's stress-testing laptops for creative workloads, reviewing the battery performance of mobile gaming phones, or evaluating the long-term ergonomics of furniture designed for hybrid workspaces.  In the world of crypto, Anya covers everything from beginner guides to deep dives into hardware wallets, DeFi protocols, and Web3 tools. She helps readers understand how to use multisig wallets, keep their assets safe, and choose the right platforms for their needs.  Her writing often touches on financial freedom and privacy – two things she strongly believes should be in everyone’s hands. Outside of writing, Anya contributes to editorial style guides focused on privacy and inclusivity, and she mentors newer tech writers on how to build subject matter expertise and write responsibly.  She sticks to high editorial standards, only recommends products she’s personally tested, and always aims to give readers the full picture.  You can find her on LinkedIn, where she shares more about her work and projects.  Key Areas of Expertise: Consumer Tech (laptops, phones, wearables, etc.) Cybersecurity and Digital Privacy PC/PC Hardware Blockchain, Crypto Wallets, and DeFi In-Depth Product Reviews and Buying Guides Whether she’s reviewing a new wallet or benchmarking a PC build, Anya brings curiosity, care, and a strong sense of responsibility to everything she writes. Her mission? To make the digital world a little easier – and safer – for everyone.  View all articles by Anya Zhukova Our editorial process The Tech Report editorial policy is centered on providing helpful, accurate content that offers real value to our readers. We only work with experienced writers who have specific knowledge in the topics they cover, including latest developments in technology, online privacy, cryptocurrencies, software, and more. Our editorial policy ensures that each topic is researched and curated by our in-house editors. We maintain rigorous journalistic standards, and every article is 100% written by real authors.

© Sergey Omelchenko via Unsplash Older buildings possess irreplaceable quality, architectural value, and history that new buildings may lack. However, they are often neglected due to perceived renovation costs or structural integrity. With the right plan, these buildings can be transformed into valuable investments. Below are seven of the best strategies for making good investments in aging buildings. 1. Assess Structural Stability Thoroughly Even if you have not yet enrolled in a project, it is critical to understand the building’s structural integrity. Have a structural inspector or engineer examine any major foundation issues, load wall defects, roof, or plumbing issues. The report will tell you how much you need to repair and the estimated renovation cost. Consider also a building’s listings as historic, zoning codes, and compliance. There will be buildings under preservation or heritage statutes, which can be very restrictive in what can or cannot be modified. Knowing about such constraints upfront can allow you to plan better and spend your budget more appropriately. 2. Consider Adaptive Reuse This is an innovative way to transform existing building structures, such as old churches, schools, or textile mills, into thriving business offices or community spaces. The adaptive reuse supports the concept of sustainable architecture. Besides preserving the uniqueness of a building, it provides several economic and environmental advantages. Innovative reuse of older buildings, like redeveloping an aging warehouse as a hip loft space or an unused church as a shared workplace. This will tap into marketplace niches, reinterpret former designs for new purposes, and reduce demolition waste expense since existing infrastructure can be used. It will also likely be tax-credit qualified in most instances, making it a worthwhile investment. 3. Go Smart with Technology Integration With smart thermostats, lights, security systems, and energy monitoring systems included, the performance and appeal of your newly renovated building can be significantly enhanced. Upgrades help consumers be more practical, increase operational efficiency, lower energy expenses, and provide the high-tech benefit that distinguishes your building. Upscale renters willing to pay more for smart living experiences can also find smart features appealing. One example is the remote management features, such as the HVAC, which add more functionality to a property. Smart locks at the entry points also increase safety levels. 4. Going Green to Draw Modern Tenants © Pedro Miguel Aires via Unsplash Green restoration might give the structure more appeal to environmentally sensitive residents and lower future energy bills. When renters choose to live or rent, sustainability becomes a consideration, so green facilities are a significant advantage.  Use green materials, including insulation, and install energy-efficient appliances. Having those properties green-certified by LEED or ENERGY STAR will make those buildings even more marketable. Not only does that give your project respectability, but it will also make you a beneficiary of government incentives. 5. Mixed-Use and Flexible Occupancy Design Flexible, mixed-use design is one way to de-risk revenues and maximize rental yield. Split your building into office suites, co-living, pop-up event spaces, and retail storefronts. Modular furniture, movable partitions, and plug-and-play utility infrastructure facilitate flexible build-outs. It helps tenants arrange space to fit their needs, providing more opportunities. For example, ground floor cafe space can generate spill-over foot traffic for upstairs shared office tenants, and weekend community workshops that generate buzz and additional revenues. Diversification minimizes vacancy risk and allows you to re-mix tenants based on shifting market demand. 6. Emphasize Unique Architectural Elements Older homes possess unique design elements not found in new homes, like arched windows, detailing, ornamentation, or exposed brick. Rather than concealing these elements, emphasize them as part of restoring your property. This will make interested individuals see the building as one with great sentimental value, especially when you capture the historic relevance of the design. Emphasizing a property’s unique architectural elements can differentiate your property from the rest in an oversaturated housing market. The architectural elements give a property character and individuality that cannot be achieved in newer homes. 7. Involve the Community and Build Local Support Engaging residents, owners, and heritage organizations early in the conversion process can create goodwill among residents and ownership about the project’s success. Community support is especially helpful in getting permits, zoning variances, or adjustments because local backing carries much weight with city planning measures. Open a forum to provide regular social media updates or even a poll to engage people and their input to inform the stakeholders and become informed themselves in the process. If people feel heard and considered, they are more apt to be ambassadors for your work and spread good word-of-mouth. Endnote Transforming aging buildings into successful investments requires vision, planning, and respect for their heritage. Revealing structural integrity, location, sustainability, and visionary reuse, buried value in older structures can be unleashed. You need to plan the project well and work closely with competent contractors who will make the re-creation excellent. Adaptive Reuse by ArchEyes Team Leave a comment

A commemorative plaque celebrating the release of Sony's beleaguered shooter Concord is up for auction on a goodwill online store with bids of over $3,000. The plaque, given to "funding Freegunner, Northstar Crew" Chelsea Grace, celebrates the "worldwide Concord launch" on August 23, 2024. Grace was reportedly credited as outsourcing and co-dev lead, although it's unclear if she has personally donated this plaque, or if it was somehow lost and donated when PlayStation shut down developer Firewalk Studios towards the end of last year. PlayConcord, a live service hero shooter from Sony-owned Firewalk Studios, has gone down as one of the biggest flops in PlayStation history. Amid disastrously low player numbers, Sony pulled Concord offline just two weeks after launch. One estimate suggested it only sold around 25,000 copies. At the time, we awarded Concord a 7 in our review, writing: "Concord isn’t the most innovative or content-heavy hero shooter you could play, but with such fantastic competitive gameplay, 16 compelling characters to master, and 12 well-designed maps, it’s got the makings of something that could go the distance in the months and years to come."If you're thinking a plaque like this could be worth something for collectors and fans alike, you're not wrong. So far, it's attracted dozens of bids and is, at the time of writing, sitting on an asking price of $3,002 (thanks, Dexerto). The money will go to Goodwill, which helps people improve their lives by assisting them to find jobs and grow their careers. So far, it's served more than 25 million people.Tim Miller, the chief creator of Amazon’s upcoming Prime Video animated anthology Secret Level, spoke out for the first time on Concord's closure last November, saying: "I honestly don’t understand why it didn’t work. I know that they were trying to do the best they could, and they were a talented group of artists, so I feel terrible for that.”It has proved a costly failure for Sony. Concord's initial development deal was around $200 million but sources familiar with the agreement say the $200 million was not enough to fund Concord's entire development, nor did it include the purchase of the Concord IP rights or Firewalk itself. It's thought ProbablyMonsters — Firewalk's original parent company — raised $200 million in 2021.Vikki Blake is a reporter for IGN, as well as a critic, columnist, and consultant with 15+ years experience working with some of the world's biggest gaming sites and publications. She's also a Guardian, Spartan, Silent Hillian, Legend, and perpetually High Chaos. Find her at BlueSky.

We’re not sure if he chose to accept it intentionally or not, but Tom Cruise has cleared his mission in providing movie theaters with a healthy opening weekend against Disney’s bizarre, Elvis-loving alien for the second time in 23 years. Yep, more than two decades after Cruise shared the same opening frame with the animated Lilo & Stitch in 2002—when the hand-drawn Gen-Z classic went head to head with Cruise and Steven Spielberg’s neo noir sci-fi, Minority Report—the movie star has danced with the little space dude again via Mission: Impossible – The Final Reckoning opening opposite the Lilo & Stitch remake. And this time, the pecking order is reversed. Twenty-three years ago, it was considered almost ho-hum when Minority Report topped out above Lilo & Stitch and both films managed to gross north of $35 million. This was otherwise business as usual in a healthy summer movie season where the real anomaly was that the first Spider-Man had become the first movie to cross the $100 million in a weekend a month earlier. At the time, Minority Report did slightly better with $35.7 million versus Lilo’s $35.2 million. But in the year of our streaming lord 2025, it’s a big win for movie theaters that both Final Reckoning and ESPECIALLY Disney’s mostly live-action remake have generated the biggest Memorial Day weekend ever in the U.S., albeit now with Lilo on top via its estimated $180 million opening across four days. For the record, this also snags another benchmark from Cruise by taking the biggest Memorial Day opening record from Top Gun: Maverick ($161 million in 2022). Furthermore, Lilo earned a jaw-dropping $342 million worldwide. Meanwhile Mission: Impossible – The Final Reckoning is projected to have opened at $77 million across its first four days, and $63 million over the first three days. Some will likely speculate how this can make up for the much gossiped about budget of the film—with Puck News estimating the eighth Mission film costing a gargantuan $400 million—but taken in perspective of the whole franchise, this is a very good start for The Final Reckoning, which was a victim of filming both COVID pauses and delays, and then later having to suspend production because of the 2023 labor strikes. For context, the previously best opening the M:I series ever saw was when Mission: Impossible – Fallout debuted to $61 million during a conventional three-day weekend in 2018. That movie also is one of the finest action films ever produced and received an “A” CinemaScore. In retrospect, it would seem when a masterpiece of blockbuster cinema like that could not clear $70 million, a definite ceiling on the franchise’s earning potential had slowly materialized in recent years. Consider that the previous best opening in the series was Mission: Impossible II back in 2000, a clean quarter-century ago, when it made $58 million (or about $108 million in 2025 dollars). In other words, the series’ most popular days are long behind it. Nonetheless, when not counting for inflation, The Final Reckoning has enjoyed the largest opening weekend in the series’ history—including even when you discount the holiday Monday that buoys The Final Reckoning’s opening weekend to $77 million. In one sense, this proves that the goodwill Cruise and Ethan Hunt can still generate with his most loyal audience remains sky high (consider that according to Deadline, Final Reckoning’s biggest demo was with audience members over the age of 55!). In another, it is also confirmation that regaining control of IMAX screens is crucial in the 2020s for a blockbuster with a loyal but relatively contained audience. After all, this is a big gain for the franchise over Dead Reckoning, which despite having a higher CinemaScore grade from audiences polled than Final Reckoning (an “A” vs. an “A-”) opened below $55 million two years, likely in part because audiences were saving their ticket-buying money for Barbenheimer the following weekend, which included Christopher Nolan’s Oppenheimer commandeering all the IMAX screens from Mission. At the end of the day, The Final Reckoning was able to grow business and audience interest over Dead Reckoning and set a franchise record in spite of opening in the same weekend as Disney’s lovable little alien. Whether it is enough to justify the rumored $400 million price tag is a horse of a different color. However, Cruise has positioned himself as such a champion of movie theater owners and the box office in a post-COVID world that he can certainly take a victory lap in helping deliver a historic win for the industry this Memorial Day. And frankly, given how we remain skeptical that The Final Reckoning

Key Takeaways Next Xbox Could Run Windows: A reliable leak suggests Microsoft is working on an Xbox that runs a custom Windows build with Steam support and full backward compatibility. Steam and Xbox Already Work Well Together: Xbox controllers dominate on Steam, and Microsoft continues releasing more games on the platform. Best-in-Class Backward Compatibility: Xbox Series X supports four console generations. A Windows-based Xbox could make this even more straightforward. A Strategic Shift to Stay Competitive: With PlayStation ahead, Microsoft may bet on openness, merging PC and console ecosystems to regain ground. In the never-ending console wars, it looks like Microsoft might be gearing up to throw out the rulebook – and maybe the whole library too.  According to reports, the next-generation Xbox could run a custom version of Windows, support Steam, and offer full backward compatibility.  That’s not just an upgrade. That’s a potential identity crisis. Or maybe, it’s a long-overdue evolution. Why This Isn’t Just Another Rumor First, let’s get this straight. This isn’t a random internet fantasy or Reddit wishlisting.  The source of these claims is a Spanish leaker known as eXtas1s, with a decent track record with Xbox-related news.  In a recent YouTube video, he claimed that Microsoft is working on a new Xbox console that would run a modified version of Windows, support PC storefronts like Steam, and offer full backward compatibility. The details were later summarized in English on ResetEra by a user named P40L0, helping the rumor spread across the broader gaming community.  Even possibly including a dedicated ‘Xbox mode’ launcher on top of Windows.  While Microsoft hasn’t confirmed any of this (and probably won’t anytime soon), it certainly makes sense when you look at the direction Xbox has been heading.  Xbox is no longer just a piece of hardware. It’s Game Pass. It’s cloud gaming. It’s the Xbox app on your PC. So when someone says the next Xbox might just be a living room-friendly Windows PC, the real surprise isn’t the rumor – it’s that it hasn’t already happened. Steam on Xbox? Why Not – They Already Share a Bed Now let’s talk about Steam.  Valve and Microsoft used to be slightly cold toward each other, especially when Windows 8 tried to become a walled garden. But now? They’re practically roommates.  Steam runs perfectly on Windows. Microsoft has been adding more and more games to Steam. The Xbox controller is the go-to option for most Steam players. In some cases, Microsoft even allows you to link your Xbox and Steam accounts.  Source: Xbox And let’s be honest: the Microsoft Store is… not great. Steam is where PC gamers live. Supporting Steam on the next Xbox might be less about generosity and more about pragmatism.  If you can’t beat Valve, join them – and maybe use their massive user base to prop up your console. Backward Compatibility: Microsoft’s Underrated Power Move The Xbox Series X is hands-down the most backward-compatible console on the market. It supports games from four generations – Original Xbox, Xbox 360, Xbox One, and Series X|S.  Source: Xbox.  You can play Knights of the Old Republic, Fable II, or Gears of War 3 without paying for a remake or subscription.  Just insert the disc or download your old digital copy, and you’re good to go. Many older titles look and run better, thanks to features like Auto HDR, higher resolutions, and faster load times. It’s not just support – it’s enhancement. This kind of access is rare. Sony’s PS5 doesn’t support PS3 discs at all. And Nintendo locks most of its classic library behind paid online services.  Microsoft, by contrast, is preserving its gaming legacy in a way that respects the player. If the next Xbox runs Windows and supports Steam, backward compatibility could surpass consoles. You could run your entire game library across decades and platforms with no emulators, just Windows doing what it does best. That’s more than a feature. It’s a reason to stick with Xbox. Or to finally switch.  Is This About PlayStation? Of Course it is Let’s not pretend this is happening in a vacuum.  The PlayStation 5 is dominating this console generation. Sony’s strategy has been aggressive and, frankly, smart. Exclusive titles. Strong global brand. A focus on cinematic single-player experiences that people want to play.  Microsoft tried to play the subscription game with Game Pass. It was a great idea, and it still is – but it hasn’t closed the gap.  And then came the Activision Blizzard acquisition. That was supposed to be a game-changer. Instead, it turned into a regulatory circus and has yet to deliver a big shift in momentum.  Call of Duty is still on PlayStation. Diablo IV didn’t launch as a Game Pass exclusive. So what does Microsoft do when it’s behind? It opens up. This isn’t the first time Microsoft has flipped the script. It open-sourced .NET, embraced Linux, and made Visual Studio Code free. The message behind these moves? We’re not the old Microsoft anymore — we’re the cool one now. Now, that same logic might apply to Xbox.  If people aren’t buying the Xbox for its exclusives, give them a reason to buy it for everything else. Steam, Windows, emulation, mods – these are things gamers want but don’t get from traditional consoles. The Console That Isn’t a Console Imagine a box under your TV that runs Windows, plays Steam games, runs emulators, supports Xbox Game Pass, and doesn’t care where your games come from.  Call it an Xbox, call it a PC, call it ‘Xbox Fusion’ or whatever marketing comes up with. But that’s not a console in the traditional sense – that’s a lifestyle device. And before you laugh at that phrase, remember the Steam Deck? That thing is a handheld Linux PC. People jailbreak it. They install Game Pass on it. They use it to emulate Nintendo games. Valve leaned into that openness, and it worked. If Valve could do it with a $399 handheld, why can’t Microsoft do it with a $499 living room console?  It’s About Ecosystem, Not Exclusives Once upon a time, consoles lived and died by their exclusives.  But Microsoft isn’t trying to sell you a box. It’s trying to sell you into an ecosystem. Game Pass. Xbox Live. Cloud saves. Achievements. Cross-play. Even the Xbox app on your phone. By turning the Xbox into a Windows-powered hybrid, they make it easier to say: ‘You’re already in the Xbox world. You just didn’t know it yet.’ But Will People Buy it? Here’s the catch: People who want a Windows gaming box… already own one. It’s called a PC.  Source: Unsplash.  So the next Xbox must do something a regular gaming PC doesn’t.  It needs to be plug-and-play. It needs to be cheap. It needs to be quiet, reliable, and hassle-free. No driver updates. No BIOS settings. No random crashes because Steam updated, and your mod loader broke.  If Microsoft can pull that off and make a gaming PC that feels like a console, they might not win the generation, but they’ll win back a lot of goodwill. And maybe even some market share.  What This Means for the Industry If the next Xbox truly embraces Windows and Steam, the lines between consoles and PCs will blur even further.  Sony will feel the pressure. Nintendo probably won’t care. But developers? They’ll love it. One build to rule them all, with less fragmentation and more options.  And if Xbox supports things like mouse and keyboard, mods, or even side-loading apps, it could become the best place to play, not because it’s a walled garden, but because it isn’t. Xbox Needs a Bold Move – This Might Be It The console wars are no longer just about graphics or frame rates. They’re about ecosystems. Microsoft tried going all-in on subscriptions, and it helped, but it wasn’t enough. So now, it’s pivoting again. Steam support. Windows under the hood. Full backward compatibility. It sounds wild. But it also sounds like the kind of disruption the gaming industry needs. Don’t be surprised if the next Xbox is a Trojan horse PC for your living room. Microsoft’s been training this horse for years.  Anya Zhukova is an in-house tech and crypto writer at Techreport with 10 years of hands-on experience covering cybersecurity, consumer tech, digital privacy, and blockchain. She’s known for turning complex topics into clear, useful advice that regular people can actually understand and use.  Her work has been featured in top-tier digital publications including MakeUseOf, Online Tech Tips, Help Desk Geek, Switching to Mac, and Make Tech Easier. Whether she’s writing about the latest privacy tools or reviewing a new laptop, her goal is always the same: help readers feel confident and in control of the tech they use every day.  Anya holds a BA in English Philology and Translation from Tula State Pedagogical University and also studied Mass Media and Journalism at Minnesota State University, Mankato. That mix of language, media, and tech has given her a unique lens to look at how technology shapes our daily lives.  Over the years, she’s also taken courses and done research in data privacy, digital security, and ethical writing – skills she uses when tackling sensitive topics like PC hardware, system vulnerabilities, and crypto security.  Anya worked directly with brands like Framework, Insta360, Redmagic, Inmotion, Secretlab, Kodak, and Anker, reviewing their products in real-life scenarios. Her testing process involves real-world use cases – whether it's stress-testing laptops for creative workloads, reviewing the battery performance of mobile gaming phones, or evaluating the long-term ergonomics of furniture designed for hybrid workspaces.  In the world of crypto, Anya covers everything from beginner guides to deep dives into hardware wallets, DeFi protocols, and Web3 tools. She helps readers understand how to use multisig wallets, keep their assets safe, and choose the right platforms for their needs.  Her writing often touches on financial freedom and privacy – two things she strongly believes should be in everyone’s hands. Outside of writing, Anya contributes to editorial style guides focused on privacy and inclusivity, and she mentors newer tech writers on how to build subject matter expertise and write responsibly.  She sticks to high editorial standards, only recommends products she’s personally tested, and always aims to give readers the full picture.  You can find her on LinkedIn, where she shares more about her work and projects.  Key Areas of Expertise: Consumer Tech (laptops, phones, wearables, etc.) Cybersecurity and Digital Privacy PC/PC Hardware Blockchain, Crypto Wallets, and DeFi In-Depth Product Reviews and Buying Guides Whether she’s reviewing a new wallet or benchmarking a PC build, Anya brings curiosity, care, and a strong sense of responsibility to everything she writes. Her mission? To make the digital world a little easier – and safer – for everyone.  View all articles by Anya Zhukova Our editorial process The Tech Report editorial policy is centered on providing helpful, accurate content that offers real value to our readers. We only work with experienced writers who have specific knowledge in the topics they cover, including latest developments in technology, online privacy, cryptocurrencies, software, and more. Our editorial policy ensures that each topic is researched and curated by our in-house editors. We maintain rigorous journalistic standards, and every article is 100% written by real authors.

© Gizmodo I wish I was making this stuff up, but chaos seems to follow me at all tech events. After waiting an hour to try out Google’s hyped-up Android XR smart glasses for five minutes, I was actually given a three-minute demo, where I actually had 90 seconds to use Gemini in an extremely controlled environment. And actually, if you watch the video in my hands-on write-up below, you’ll see that I spent even less time with it because Gemini fumbled a few times in the beginning. Oof. I really hope there’s another chance to try them again because it was just too rushed. I think it might be the most rushed product demo I’ve ever had in my life, and I’ve been covering new gadgets for the past 15 years. —Raymond Wong Google, a company valued at $2 trillion, seemingly brought one pair of Android XR smart glasses for press to demo… and one pair of Samsung’s Project Moohan mixed reality headset running the same augmented reality platform. I’m told the wait is 1 hour to try either device for 5 minutes. Of course, I’m going to try out the smart glasses. But if I want to demo Moohan, I need to get back in line and wait all over again. This is madness! —Raymond Wong May 20Keynote Fin © Raymond Wong / Gizmodo Talk about a loooooong keynote. Total duration: 1 hour and 55 minutes, and then Sundar Pichai walked off stage. What do you make of all the AI announcements? Let’s hang in the comments! I’m headed over to a demo area to try out a pair of Android XR smart glasses. I can’t lie, even though the video stream from the live demo lagged for a good portion, I’m hyped! It really feels like Google is finally delivering on Google Glass over a decade later. Shoulda had Google co-founder Sergey Brin jump out of a helicopter and land on stage again, though. —Raymond Wong Pieces of Project Astra, Google’s computer vision-based UI, are winding up in various different products, it seems, and not all of them are geared toward smart glasses specifically. One of the most exciting updates to Astra is “computer control,” which allows one to do a lot more on their devices with computer vision alone. For instance, you could just point your phone at an object (say, a bike) and then ask Astra to search for the bike, find some brakes for it, and then even pull up a YouTube tutorial on how to fix it—all without typing anything into your phone. —James Pero Shopping bots aren’t just for scalpers anymore. Google is putting the power of automated consumerism in your hands with its new AI shopping tool. There are some pretty wild ideas here, too, including a virtual shopping avatar that’s supposed to represent your own body—the idea is you can make it try on clothes to see how they fit. How all that works in practice is TBD, but if you’re ready for a full AI shopping experience, you’ve finally got it. For the whole story, check out our story from Gizmodo’s Senior Editor, Consumer Tech, Raymond Wong. —James Pero I got what I wanted. Google showed off what its Android XR tech can bring to smart glasses. In a live demo, Google showcased how a pair of unspecified smart glasses did a few of the things that I’ve been waiting to do, including projecting live navigation and remembering objects in your environment—basically the stuff that it pitched with Project Astra last year, but in a glasses form factor. There’s still a lot that needs to happen, both hardware and software-wise, before you can walk around wearing glasses that actually do all those things, but it was exciting to see that Google is making progress in that direction. It’s worth noting that not all of the demos went off smoothly—there was lots of stutter in the live translation demo—but I guess props to them for giving it a go. When we’ll actually get to walk around wearing functional smart glasses with some kind of optical passthrough or virtual display is anyone’s guess, but the race is certainly heating up. —James Pero Google’s SynthID has been around for nearly three years, but it’s been largely kept out of the public eye. The system disturbs AI-generated images, video, or audio with an invisible, undetectable watermark that can be observed with Google DeepMind’s proprietary tool. At I/O, Google said it was working with both Nvidia and GetReal to introduce the same watermarking technique with those companies’ AI image generators. Users may be able to detect these watermarks themselves, even if only part of the media was modified with AI. Early testers are getting access to it “today,” but hopefully more people can acess it at a later date from labs.google/synthid. — Kyle Barr This keynote has been going on for 1.5 hours now. Do I run to the restroom now or wait? But how much longer until it ends??? Can we petiton to Sundar Pichai to make these keynotes shorter or at least have an intermission? Update: I ran for it right near the end before Android XR news hit. I almost made it… —Raymond Wong © Raymond Wong / Gizmodo Google’s new video generator Veo, is getting a big upgrade that includes sound generation, and it’s not just dialogue. Veo 3 can also generate sound effects and music. In a demo, Google showed off an animated forest scene that includes all three—dialogue, sound effects, and video. The length of clips, I assume, will be short at first, but the results look pretty sophisticated if the demo is to be believed. —James Pero If you pay for a Google One subscription, you’ll start to see Gemini in your Google Chrome browser (and—judging by this developer conference—everywhere else) later this week. This will appear as the sparkle icon at the top of your browser app. You can use this to bring up a prompt box to ask a question about the current page you’re browsing, such as if you want to consolidate a number of user reviews for a local campsite. — Kyle Barr © Google / GIF by Gizmodo Google’s high-tech video conferencing tech, now called Beam, looks impressive. You can make eye contact! It feels like the person in the screen is right in front of you! It’s glasses-free 3D! Come back down to Earth, buddy—it’s not coming out as a consumer product. Commercial first with partners like HP. Time to apply for a new job? —Raymond Wong Read more here: Google doesn’t want Search to be tied to your browser or apps anymore. Search Live is akin to the video and audio comprehension capabilities of Gemini Live, but with the added benefit of getting quick answers based on sites from around the web. Google showed how Search Live could comprehend queries about at-home science experiment and bring in answers from sites like Quora or YouTube. — Kyle Barr Google is getting deep into augmented reality with Android XR—its operating system built specifically for AR glasses and VR headsets. Google showed us how users may be able to see a holographic live Google Maps view directly on their glasses or set up calendar events, all without needing to touch a single screen. This uses Gemini AI to comprehend your voice prompts and follow through on your instructions. Google doesn’t have its own device to share at I/O, but its planning to work with companies like XReal and Samsung to craft new devices across both AR and VR. — Kyle Barr Read our full report here: I know how much you all love subscriptions! Google does too, apparently, and is now offering a $250 per month AI bundle that groups some of its most advanced AI services. Subscribing to Google AI Ultra will get you: Gemini and its full capabilities Flow, a new, more advanced AI filmmaking tool based on Veo Whisk, which allows text-to-image creation NotebookLM, an AI note-taking app Gemini in Gmail and Docs Gemini in Chrome Project Mariner, an agentic research AI 30TB of storage I’m not sure who needs all of this, but maybe there are more AI superusers than I thought. —James Pero Google CEO Sundar Pichai was keen to claim that users are big, big fans of AI overviews in Google Search results. If there wasn’t already enough AI on your search bar, Google will now stick an entire “AI Mode” tab on your search bar next to the Google Lens button. This encompasses the Gemini 2.5 model. This opens up an entirely new UI for searching via a prompt with a chatbot. After you input your rambling search query, it will bring up an assortment of short-form textual answers, links, and even a Google Maps widget depending on what you were looking for. AI Mode should be available starting today. Google said AI Mode pulls together information from the web alongside its other data like weather or academic research through Google Scholar. It should also eventually encompass your “personal context,” which will be available later this summer. Eventually, Google will add more AI Mode capabilities directly to AI Overviews. — Kyle Barr May 20News Embargo Has Lifted! © Xreal Get your butt over to Gizmodo.com’s home page because the Google I/O news embargo just lifted. We’ve got a bunch of stories, including this one about Google partnering up with Xreal for a new pair of “optical see-through” (OST) smart glasses called Project Aura. The smart glasses run Android XR and are powered by a Qualcomm chip. You can see three cameras. Wireless, these are not—you’ll need to tether to a phone or other device. Update: Little scoop: I’ve confirmed that Project Aura has a 70-degree field of view, which is way wider than the One Pro’s FOV, which is 57 degrees. —Raymond Wong © Raymond Wong / Gizmodo Google’s DeepMind CEO showed off the updated version of Project Astra running on a phone and drove home how its “personal, proactive, and powerful” AI features are the groundwork for a “universal assistant” that truly understands and works on your behalf. If you think Gemini is a fad, it’s time to get familiar with it because it’s not going anywhere. —Raymond Wong May 20Gemini 2.5 Pro Is Here © Gizmodo Google says Gemini 2.5 Pro is its “most advanced model yet,” and comes with “enhanced reasoning,” better coding ability, and can even create interactive simulations. You can try it now via Google AI Studio. —James Pero There are two major types of transformer AI used today. One is the LLM, AKA large language models, and diffusion models—which are mostly used for image generation. The Gemini Diffusion model blurs the lines of these types of models. Google said its new research model can iterate on a solution quickly and correct itself while generating an answer. For math or coding prompts, Gemini Diffusion can potentially output an entire response much faster than a typical Chatbot. Unlike a traditional LLM model, which may take a few seconds to answer a question, Gemini Diffusion can create a response to a complex math equation in the blink of an eye, and still share the steps it took to reach its conclusion. — Kyle Barr © Gizmodo New Gemini 2.5 Flash and Gemini Pro models are incoming and, naturally, Google says both are faster and more sophisticated across the board. One of the improvements for Gemini 2.5 Flash is even more inflection when speaking. Unfortunately for my ears, Google demoed the new Flash speaking in a whisper that sent chills down my spine. —James Pero Is anybody keeping track of how many times Google execs have said “Gemini” and “AI” so far? Oops, I think I’m already drunk, and we’re only 20 minutes in. —Raymond Wong © Raymond Wong / Gizmodo Google’s Project Astra is supposed to be getting much better at avoiding hallucinations, AKA when the AI makes stuff up. Project Astra’s vision and audio comprehension capabilities are supposed to be far better at knowing when you’re trying to trick it. In a video, Google showed how its Gemini Live AI wouldn’t buy your bullshit if you tell it that a garbage truck is a convertible, a lamp pole is a skyscraper, or your shadow is some stalker. This should hopefully mean the AI doesn’t confidently lie to you, as well. Google CEO Sundar Pichai said “Gemini is really good at telling you when you’re wrong.” These enhanced features should be rolling out today for Gemini app on iOS and Android. — Kyle Barr May 20Release the Agents Like pretty much every other AI player, Google is pursuing agentic AI in a big way. I’d prepare for a lot more talk about how Gemini can take tasks off your hands as the keynote progresses. —James Pero © Gizmodo Google has finally moved Project Starline—its futuristic video-calling machine—into a commercial project called Google Beam. According to Pichai, Google Beam can take a 2D image and transform it into a 3D one, and will also incorporate live translate. —James Pero © Gizmodo Google’s CEO, Sundar Pichai, says Google is shipping at a relentless pace, and to be honest, I tend to agree. There are tons of Gemini models out there already, even though it’s only been out for two years. Probably my favorite milestone, though, is that it has now completed Pokémon Blue, earning all 8 badges according to Pichai. —James Pero May 20Let’s Do This Buckle up, kiddos, it’s I/O time. Methinks there will be a lot to get to, so you may want to grab a snack now. —James Pero Counting down until the keynote… only a few more minutes to go. The DJ just said AI is changing music and how it’s made. But don’t forget that we’re all here… in person. Will we all be wearing Android XR smart glasses next year? Mixed reality headsets? —Raymond Wong © Raymond Wong / Gizmodo Fun fact: I haven’t attended Google I/O in person since before Covid-19. The Wi-Fi is definitely stronger and more stable now. It’s so great to be back and covering for Gizmodo. Dream job, unlocked! —Raymond Wong © Raymond Wong / Gizmodo Mini breakfast burritos… bagels… but these bagels can’t compare to real Made In New York City bagels with that authentic NY water 😏 —Raymond Wong © Raymond Wong / Gizmodo © Raymond Wong / Gizmodo © Raymond Wong / Gizmodo © Raymond Wong / Gizmodo I’ve arrived at the Shoreline Amphitheatre in Mountain View, Calif., where the Google I/O keynote is taking place in 40 minutes. Seats are filling up. But first, must go check out the breakfast situation because my tummy is growling… —Raymond Wong May 20Should We Do a Giveaway? © Raymond Wong / Gizmodo Google I/O attendees get a special tote bag, a metal water bottle, a cap, and a cute sheet of stickers. I always end up donating this stuff to Goodwill during the holidays. A guy living in NYC with two cats only has so much room for tote bags and water bottles… Would be cool to do giveaway. Leave a comment to let us know if you’d be into that and I can pester top brass to make it happen 🤪 —Raymond Wong May 20Got My Press Badge! In 13 hours, Google will blitz everyone with Gemini AI, Gemini AI, and tons more Gemini AI. Who’s ready for… Gemini AI? —Raymond Wong May 19Google Glass: The Redux © Google / Screenshot by Gizmodo Google is very obviously inching toward the release of some kind of smart glasses product for the first time since (gulp) Google Glass, and if I were a betting man, I’d say this one will have a much warmer reception than its forebearer. I’m not saying Google can snatch the crown from Meta and its Ray-Ban smart glasses right out of the gate, but if it plays its cards right, it could capitalize on the integration with its other hardware (hello, Pixel devices) in a big way. Meta may finally have a real competitor on its hands. ICYMI: Here’s Google’s President of the Android Ecosystem, Sameer Samat, teasing some kind of smart glasses device in a recorded demo last week. —James Pero Hi folks, I’m James Pero, Gizmodo’s new Senior Writer. There’s a lot we have to get to with Google I/O, so I’ll keep this introduction short. I like long walks on the beach, the wind in my nonexistent hair, and I’m really, really, looking forward to bringing you even more of the spicy, insightful, and entertaining coverage on consumer tech that Gizmodo is known for. I’m starting my tenure here out hot with Google I/O, so make sure you check back here throughout the week to get those sweet, sweet blogs and commentary from me and Gizmodo’s Senior Consumer Tech Editor Raymond Wong. —James Pero © Raymond Wong / Gizmodo Hey everyone! Raymond Wong, senior editor in charge of Gizmodo’s consumer tech team, here! Landed in San Francisco (the sunrise was *chef’s kiss*), and I’ll be making my way over to Mountain View, California, later today to pick up my press badge and scope out the scene for tomorrow’s Google I/O keynote, which kicks off at 1 p.m. ET / 10 a.m. PT. Google I/O is a developer conference, but that doesn’t mean it’s news only for engineers. While there will be a lot of nerdy stuff that will have developers hollering, what Google announces—expect updates on Gemini AI, Android, and Android XR, to name a few headliners—will shape consumer products (hardware, software, and services) for the rest of this year and also the years to come. I/O is a glimpse at Google’s technology roadmap as AI weaves itself into the way we compute at our desks and on the go. This is going to be a fun live blog! —Raymond Wong

Akiba756 Member Oct 1, 2020 1,600 Sao Paolo, Brazil So, there was a dumb controversy a few months ago, when E33 unveiled its MSRP of 50 dollars, some were wondering if there was a "catch" (the game is super short, unpolished, etc.) to the point that it's developer had to came foward to clarify things (which goes to show how cynical everyone is now). Expedition 33 Dev Confirms $50 Price Is Correct, '30+ Hours of Main Game' Wants as many people as possible to play RPG www.pushsquare.com So obviously, we now know that there is no catch, the game is a serious goty contender, but that had me curious, had the game been sold for 60 or even 70 bucks, do you think it would have achieved the same financial success? Obviously, less people would've bought it at launch, but considering the latest sales figure, 2 million, had it been sold at 70 bucks, it would need to sell roughly 1,43 million units to result in the same revenue, could it have reached that?  Last edited: Today at 9:02 PM Pikagreg Member Feb 5, 2018 513 I think the cheaper price definitely helped a lot of people but I think the game is worth full price a lot more than a lot of other things I end up buying.   DontHateTheBacon Unshakable Resolve Member Oct 27, 2017 14,472 Short answer: critically it would still be hugely successful and commercially, less successful but still a huge success.   808s & Villainy Member Oct 27, 2017 46,629 Of course anew IP from an unknown first time indie studio wouldn't do as well at $70 as it did at $50...   colorboy Member Apr 5, 2025 169 If by "successful" you mean "units sold" then no.   PlanetSmasher The Abominable Showman Member Oct 25, 2017 132,763 No. Absolutely not. I think it still would've wound up in the zeitgeist but it would not have sold nearly as many copies.  Stone Ocean Member Oct 25, 2017 3,354 For me the price made it go from keeping an eye on it to an instant impulse purchase so I'd go with "no"   Khanimus Avenger Oct 25, 2017 46,440 Greater Vancouver It still would've sold, but obviously not as many as it has so far.   R3ndezvous Member Dec 17, 2024 1,338 As quick? No I don't think so. The price and word of mouth regarding the game being amazing, just made it a easy instant buy with that price being the threshold Moreover, I got the game for less than €44.95 at launch and the "gamble" paid off :)  cursed knowledge Member Mar 15, 2019 3,594 Brazil hell nah dawg the cheaper you go the more units you sell  Dyno AVALANCHE The Fallen Oct 25, 2017 16,779 I mean, I probably wouldn't have bitten at that price since I had other options then too, but that said I also think there's some, I guess shortcomings compared to AAA, where I'd have been much more critical if it was full priced. The level design for one doesn't feel up to AAA standards even at the lower end. It would still be successful is my guess but I also don't think it quite holds up for AAA pricing in some areas if it were to have launched at it.  Vincent Grayson Member Oct 27, 2017 7,356 Mount Airy, MD I got far more than 30 hours out of it, and wouldn't have balked at paying "full" price. But I think it's a given that at a higher price fewer people would check out a new title from a new developer. Perhaps moreso with it also being on Game Pass. I often wonder how much the game's price factors into the GP effect. Like, if I try something I wouldn't have bought otherwise and like it, I might buy it to support the developer further. That's *far* less likely with a game that's $70, simply on a practical level.  Xando Member Oct 28, 2017 37,600 No but probably would still have sold somewhat decent based on reviews   Mobius and Pet Octopus Member Oct 25, 2017 16,771 The game is definitely worth 70 or more, so people who bought it basically got a really good deal. Obviously value is subjective, and I'm not commenting on the hypothetical, but I wouldn't be complaining if I bought the game for 70 or even 80 because it's that special.   AAION Member Dec 28, 2018 2,006 I would have waited at $70   jitteryzeitgeist Member May 26, 2023 9,115 A quiet place I think it would've had less initial sales, but relatively the same given enough time. What really helped Sandfall was the sprint to 2 million, though. That's huge.  kami_sama Member Oct 26, 2017 7,543 I bought it the day reviews hit because it was cheap. Even if it's a great game, were it more expensive I'd have waited.  UraMallas Member Nov 1, 2017 24,425 United States Absolutely yes.   Geode Keeper of the White Materia Member Oct 27, 2017 5,476 Nope.   Lord Vatek Avenger Jan 18, 2018 24,722 Still successful but definitely not as much, nope.   Mekanos ▲ Legend ▲ Member Oct 17, 2018 48,536 I think $50 was impulse buy territory with the strong WOM. $70 I'm not sure. Only the studio could probably tell you the ROI.   Z-Brownie Member Nov 6, 2017 4,347 it sold quite well but i think the word of mouth and the reveals would make it sucessful anyway.   Shryke Member Oct 26, 2017 3,350 Hell no. I got it at $40. Easy choice right there. If it was higher, I'd wait for a long while. I'm sure others would too.   NotLiquid One Winged Slayer Member Oct 25, 2017 37,848 Eventually. Probably. Hard to tell from my own perspective because despite people gassing up that it launched at an economical price, I already didn't buy it at $50.  Linus815 Member Oct 29, 2017 24,084 obviously not lower price = more impulse buys, lower barrier of entry  -orion- Member Oct 27, 2017 132 Anecdotally, I wouldn't buy before a sale if it was $70... so I think the price maybe plays a small part in the success  Yerffej Prophet of Regret Member Oct 25, 2017 29,419 um no   Joule Member Nov 19, 2017 4,947 Yep, sales would've been nigh identical. This is the 2025 version of that *one* game that seems to catch that "wave" and blows up thanks to WoM, internet discussion, twitter, streamers and just the general cultural zeitgeist. Nothing was gonna stop this train from reaching 2(?) million sales [as of this post]. Incredibly lucky and seems to happen to 1-2 games per year. This one also happens to be well received by critics.   Desma "This guy are sick" Member Oct 27, 2017 6,754 I wouldn't had brought it, but I think it would   Rosebud Two Pieces Member Apr 16, 2018 51,162 Nope. In US it's "only" $20, but in my country for example Clair Obscur is half the price of Doom. Insane difference.  Nano-Nandy Member Mar 26, 2019 2,840 Game's really good, but there's no denying that the price helped.   ElFly Member Oct 27, 2017 3,736 no at full price people wouldn't have overlooked the many limitations and technical faults of the game  Renteka-Bond Chicken Chaser Member Dec 28, 2017 6,030 Clearwater, Florida No and anyone saying yes, I think, has not been paying attention. It is absolutely worth the $70 bucks. People will not buy it for $70 though AND people will judge it more harshly at $70 since a lot of the facets of the game that are adorably quaint in a cheaper 'indie' dark horse story would be reviled at a higher pricepoint. Edit: It's a large part of why the narrative of "Square / Big devs should just copy Clair, look at how this worked out!" is annoying, because people are seemingly either unaware or unable to admit the obvious generosity they're giving Clair here.  Dust C H A O S Member Oct 25, 2017 40,978 $50 is impulse price point, the WoM is absolutely insane so it's really easy to jump in.   RpgN Member Oct 25, 2017 1,796 The Netherlands Nope, I would have waited on the game with a deep sale. The price along with the word of mouth is what got me to play day one. Word of mouth would have not been enough alone.   Mason56 Member Feb 8, 2024 153 I mean in terms of pure numbers sold…no. Just about everything would be more successful it were cheaper   tucah Member Oct 25, 2017 1,501 AS successful? No. Still successful? Absolutely   HellofaMouse Member Oct 27, 2017 8,360 i sure wouldnt buy it week 1 as soon as the reviews were out   Raskol Member Sep 5, 2018 845 No. Its price was one of the main reasons I picked it up now instead of later.   Alek Games User Researcher Verified Oct 28, 2017 9,797 Higher priced items very obviously tend to sell less units. I don't think this is a sensible question. The question is, if the game was one of those higher priced titles, would it still have sold enough units to generate the same revenue, as it has at the lower price. And the answer is not one that anyone on this forum can give. Because we can't know. But, to try and answer this I think it's worth considering the appeal of the lower price tag the factors that consumers are considering when making a purchase. So, most consumers are inherently risk averse by default, so they'll avoid spending if they think there might be a risk that they won't have a good time. In relation to that there are a couple of components worth discussing. 1) It's a new IP. So this means that people aren't coming into it with strong expectations about the games quality. 2) It was received very well by critics and social media influencers. I think people are more guarded with new IPs but because it was received so well, that component that would encourage a risk aversive attitude towards the game, actually gets flipped. Suddenly, people are very excited to play a new IP that's good, because they haven't had that experience in some time. I think this also heightened excitement around the game on social media, allowing it to reach more people as influencers were keen to talk about this game that seemed to come out of nowhere. So, I think in this case, it would have been likely to perform well at a higher price point too. Obviously it would have sold fewer units as some players were literally priced out, but I suspect it would have seen similar revenue. Because they've built that relationship with players, I would probably expect a sequel to target a higher price point.  Brawly Likes to Brawl Member Oct 25, 2017 16,523 Ryohei Suzuki's bedroom No. It being in the impulse buy range on top of the WoM gave it crazy momentum. I fully expect the sequel to be $70 because now it's a known and highly regarded property.  Gestault Member Oct 26, 2017 14,681 I don't think we can ever really know, but speaking personally, I don't buy $70 games unless there's some major draw (which is almost never), so I definitely wouldn't have grabbed it during this launch window. I happily grabbed a hard copy after loving what I played through Game Pass.   Mekanos ▲ Legend ▲ Member Oct 17, 2018 48,536 NotLiquid said: Eventually. Probably. Hard to tell from my own perspective because despite people gassing up that it launched at an economical price, I already didn't buy it at $50. Click to expand... Click to shrink... I didn't either, but that was more a function of already having too many RPGs to play. If it hits $30 that's probably my impulse buy range.   OnionPowder Member Oct 25, 2017 10,838 Orlando, FL No way. I think the $50 price tag is a bigger factor than people realize. Especially right as Nintendo and Microsoft announce $80 games.   carlsojo Shinra Employee Member Oct 28, 2017 37,551 San Francisco I think word of mouth would have carried it to commercial success regardless of the price.   HolyJonte AVALANCHE Member Aug 31, 2023 1,290 From Stockholm but now living in Padova, Italy Nope. The game is fantastic but a very big part of the record breaking user score that made much of the hype is the goodwill behind it being a new developer, old ubisoft employees, small team and the price tag. With a full price title it would probably have been much less talk about it.   kowhite Member May 14, 2019 7,454 I don't know. I don't necessarily believe it couldn't have succeeded at that price. I mean they didn't price it at 50 bucks cause they knew it would be received this way.   Splinky Member Jul 12, 2023 133 Obviously it would sell fewer copies guys. The real question is if it would've ended up with more or less revenue overall I lean toward "no". And I think a lower price point + GP makes a lot of sense for a debut studio that wants to get their name out there.  JRedCX Member Nov 10, 2020 1,277 Yeah   Universal Acclaim Member Oct 5, 2024 2,292 Alek said: Higher priced items very obviously tend to sell less units. I don't think this is a sensible question. The question is, if the game was one of those higher priced titles, would it still have sold enough units to generate the same revenue, as it has at the lower price. And the answer is not one that anyone on this forum can give. Because we can't know. But, to try and answer this I think it's worth considering the appeal of the lower price tag the factors that consumers are considering when making a purchase. So, most consumers are inherently risk averse by default, so they'll avoid spending if they think there might be a risk that they won't have a good time. In relation to that there are a couple of components worth discussing. 1) It's a new IP. So this means that people aren't coming into it with strong expectations about the games quality. 2) It was received very well by critics and social media influencers. I think people are more guarded with new IPs but because it was received so well, that component that would encourage a risk aversive attitude towards the game, actually gets flipped. Suddenly, people are very excited to play a new IP that's good, because they haven't had that experience in some time. I think this also heightened excitement around the game on social media, allowing it to reach more people as influencers were keen to talk about this game that seemed to come out of nowhere. So, I think in this case, it would have been likely to perform well at a higher price point too. Obviously it would have sold fewer units as some players were literally priced out, but I suspect it would have seen similar revenue. Because they've built that relationship with players, I would probably expect a sequel to target a higher price point. Click to expand... Click to shrink... This is what I'm thinking. Maybe slightly lower revenue, but still very successful.  

In 2025, no brand, regardless of its heritage or customer loyalty, is immune to cyber threats. This April, we saw a very public example of that when Marks & Spencer—one of Britain's most beloved high street retailers—fell victim to a series of cyberattacks. This wasn't just a shocking example of large-scale criminal activity. It was also a stark reminder of how quickly a brand's reputation can be placed in jeopardy. Three weeks after the attack, the retailer continues to grapple with its aftermath, with online orders still suspended and customer data compromised. So, what lessons does this offer to legacy brands navigating an increasingly treacherous digital landscape? We asked leaders from the creative industry for their thoughts. What happened? First, though, let's remind ourselves what actually happened. The trouble began over the Easter weekend when M&S experienced difficulties with contactless payments and click-and-collect orders. By 23 April, CEO Stuart Machin confirmed the company was dealing with a cyber incident, and two days later, M&S suspended all orders through its website. The attack has since been attributed to 'Scattered Spider', a splinter group of the hacking collective Lapsus$, which has previously targeted high-profile organisations, including Transport for London and MGM Resorts. The sophistication of the attack has left M&S struggling to restore normal operations even weeks later. Last Tuesday (13 May), the situation worsened when M&S revealed that personal customer data had been stolen in the breach. The compromised information could include telephone numbers, home addresses, dates of birth and online order histories. While the retailer emphasised that no usable payment details or account passwords were taken, the incident has raised serious concerns about identity fraud for its customers. The financial impact has also been substantial, with analysis from Bank of America Global Research estimating that the retailer is losing approximately £43 million per week in sales. Moreover, M&S is reportedly preparing to make a cyber insurance claim that could total as much as £100 million. How has it damaged the brand? For a legacy retailer like M&S, though, the impact extends far beyond immediate losses. The sustained disruption has placed significant strain on customer loyalty and trust, two cornerstones of its long-established brand identity. salarko - stock.adobe.com With an estimated 9.4 million active online customers affected, the scale of the reputational damage is immense. The company's inability to process online orders for weeks has not only frustrated customers but also raised questions about its digital preparedness. "This should act as a stark reminder for other brands of the importance of building brand resilience," says Dave Mayer, senior partner for marketing and customer strategy at Lippincott. "While hacks are more frequent than ever, this sustained attack and suspension of online ordering has placed a significant strain on customer loyalty for the brand." The importance of brand equity in a crisis At the same time, there is some good news for the retailer. "Our research tells us that M&S is a 'comfort' brand, a brand loved by its customers," Dave points out. "And comfort brands are usually forgiven when things go wrong." Here's where the importance of brand equity comes in. "For M&S, the ability to bounce back from crises like these hasn't been built overnight," Dave notes. "It comes from the consistent implementation of long-term brand-building techniques to boost affinity, trust and loyalty with their customers. Coupled with open and honest communication, M&S has chartered these turbulent waters with success thus far." Sue Benson, founder and CEO of The Behaviours Agency, agrees that M&S appears to be weathering the storm better than many would expect. "The attack has undoubtedly caused disruption and impacted sales, but brand trust has remained remarkably stable," she explains. "This resilience speaks to M&S's legacy and long-standing reputation, which appear to have shielded it from long-term damage. "From a behavioural science perspective, the principle of reciprocity is key: M&S's history of delivering customer satisfaction is now being repaid with trust and loyalty. Lesser-known brands may not have been shown the same grace." Crisis management: communication as a key tool That doesn't mean, of course, that things aren't extremely challenging for M&S right now. "In these moments, brand management must shift gears rapidly," says Lewis Jones, managing partner at Coley Porter Bell. "Transparency becomes a brand's most powerful tool. The design and delivery of information, rooted in the clear expression of a brand's values, is vital." He stresses that the message itself and the way information is delivered are critical. "If a crisis hub is hard to find, visually inconsistent, the tone of voice is unsympathetic and off-brand, or updates are buried in poorly structured pages, the brand's reliability erodes further. Strong brand design can bring order to chaos, signpost clarity, reinforce identity, offer reassurance in a moment of doubt, and maintain consumer confidence." chrisdorney - stock.adobe.com In short, this is no time to innovate or start changing the brand's story. As Charlotte Black, chief strategy officer at Saffron Brand Consultants, says: "What's critical is returning to the original commitments brands have made to customers and delivering communications in that same style. A crisis is no time to deviate." So far, it seems that M&S has been following such advice, with CEO Stuart Machin personally communicating with customers about the breach. In his statement, he acknowledged that "unfortunately, some personal customer information has been taken" while reassuring customers that there was "no evidence that the information has been shared". The company has also taken proactive steps by emailing all website users, prompting customers to reset account passwords "for extra peace of mind," and reporting the case to relevant authorities. This approach aligns with what Charlotte describes as "staying true to its distinctive brand voice, with a flexible tone that effectively matches the circumstance." Learning from past examples Of course, M&S isn't the first brand to fall victim to criminal actions, and there are valuable lessons to be drawn from previous incidents. Sue points, for example, to British Airways' response to its 2018 data breach as an example of how to do things right. "Full-page apologies leaned on transparency and the honesty bias, reducing uncertainty and reinforcing sincerity," she recalls. "BA also tackled loss aversion by reassuring customers and outlining preventive measures, something M&S would do well to follow." As M&S works to restore its systems and services, the focus will ultimately shift from crisis management to rebuilding customer confidence. Dave recommends that "beyond better cybersecurity, M&S will benefit from continuing its communication with its shoppers and working to rebuild the goodwill it's just drawn down, with a thank-you to current and recently lapsed shoppers." Five key lessons Here are five essential lessons for legacy brands facing similar crises. 1. Invest in brand resilience before crisis strikes: As Lewis puts it, "Trust isn't built in a single moment. It's the result of years of consistent investment in the brand and the development of well-managed brand systems across the entire business." 2. Maintain authentic communication: Charlotte emphasises that brands must communicate in line with their established values and voice. "Defining and living up to brand values and having a clear voice with an adaptable tone is how brands weather these sorts of storms," she reasons. 3. Deploy transparency as a strategic tool: Lewis highlights how the delivery of information in a crisis is critical: "This is where brand values, expression, and UX come into their own." So, clear, accessible, and empathetic communication about what happened, what the company is doing about it, and how customers might be affected is essential. 4. Acknowledge the impact on customers: It's crucial to recognise and address customer frustrations directly. Sue notes how "with online sales still paused after 17 days, customer frustration is rising. M&S must not rest on its laurels". 5. Use crisis as a catalyst for improvement: Dave suggests that recovery should include not just fixing the immediate problem but strengthening the brand's overall value proposition. For M&S, this means considering "new ways to not only be loved but also provide products and services that shoppers can't get anywhere else". Conclusion The M&S cyberattack serves as a powerful case study of how legacy brands can leverage their heritage and customer loyalty during times of crisis. While the incident has undoubtedly damaged the retailer financially and operationally, the brand's deep reserves of trust have provided a cushion that many newer companies would not enjoy. As Charlotte puts it: "This is when 'brand' becomes a real asset. If a business has the right foundational tools in place, it has the guidance it needs to navigate both good times and bad." The lesson is clear: brand building is not just about driving sales during good times; it's about creating resilience for the inevitable storms. The true test of a legacy brand is not whether it can avoid crises altogether but how effectively it can deploy its accumulated trust and goodwill when disaster strikes. In a world where cyber threats continue to evolve in sophistication, this resilience is not merely advantageous; it's essential. The M&S case demonstrates that while no brand is impervious to attack, those with strong foundations can emerge from even the most significant challenges with their core identity intact.

Star Citizen players slam CIG's "non-apology" after space-sim introduces "pay to win" items that cannot be earned in-game "Vote with your wallet, citizens!" Image credit: Cloud Imperium Games News by Vikki Blake Contributor Published on May 18, 2025 Cloud Imperium Games has responded to players unhappy about the recent introduction of "pay to win" flight blades in Star Citizen, admitting it "missed a step". While Star Citizen's community doesn't typically shy away from financially supporting the game's 12-year-old early access period, on this occasion, players took umbrage that even though the blades give an undeniable in-game advantage, they had been introduced as a premium item that could not be earned organically through gameplay. The fallout has been so intense, CIG has now posted a statement, stressing to players that they will be able to obtain flight blades through the in-game currency aUEC "in our next patch this June" and said that "for future gameplay kit introductions, we’ll ensure these items are obtainable in-game on day one". Star Citizen | The Idris Is Here.Watch on YouTube "We're pushing 11 patches this year instead of 4. We're crushing more bugs than ever, building more exciting content, moving faster than ever to make the Persistent Universe a better experience for everyone, and in moving that fast, we missed a step," stressed Tyler "Zyloh-CIG" Witkin (thanks, PC Gamer). "To be clear, the new Flight Blades will be obtainable for aUEC in our next patch this June. We followed our usual approach by offering early access on the pledge store to help support development. But after some reflection, we've decided that for smaller components like Flight Blades or bomb racks, they should be available in-game at the same time they appear on the store. "The choice has and should always be yours," the statement continued. "If you want to support the project early, you can, but it's not required. "Thanks to everyone who's weighed in, especially those who brought the heat constructively. This game has always been shaped by the community," Witkin concluded." Star Citizen wouldn't exist without your passion and support, or your scrutiny and feedback. We hear you, and we take it all to heart." Not all players were mollified, however. "This is meant to be constructive, but you cannot keep the status quo and move up the in game part a little faster and act like you have solved the root of the problem," responded one. "This is a bandaid to calm people down, but the root issue here is that you continue to sell more and more items in the game that have a wider impact on what a player would do day to day. "Everyone knows the convienence of the pledgestore would outweigh any gameplay in an MMO that is meant to be played and slowly gained progress over years…" "Flight blades were kept from players in PTU with complete radio silence from CIG only for them to pop up in the store once the patch hit LIVE," added another. "They wanted to cash in on the FOMO during Invictus, and have not changed course. This isn't an act of goodwill, this is a non-apology and business-as-usual for CIG." Another said players "deserve what we tolerate", stating: "These flight blades feel so gimicky, and having them locked to a single type of ship is just greedy design. "If we accept this and CIG makes money off these blades, then we deserve more pay-to-win features. "Vote with your wallet, citizens! I've been following the project since 2.6 and I was happy with the development till they changed the ship prices to GTA5 online prices (and economy). That was a hard pill to swallow, but seeing these flight blades come out in this manner, it just paints a clear picture of things to come." Star Citizen has now raised over $800m, despite there still being no hint of a version 1.0 release date some 12 years after its original Kickstarter campaign.