It is an observable fact that gamers do not always get along. Whether it's polarizing games, dueling fandoms, or the age-old debates between consoles or PCs, gamers will vocally disagree on many things. However, one thing that seems to unite gamers of all skill levels is an aversion to microtransactions.
Unfortunately, the controversial practice of selling microtransactions from the digital realm seems to be becoming a reality. According to a recent report, a high-end automaker has started charging a monthly subscription to access certain optional features. And while this is currently only the case in certain countries, the number of subscription-based features seems to be growing.
As The Verge reports, automaker BMW has started selling a monthly subscription to give customers access to their cars' heated seats. The subscription costs the equivalent of about $18 per month. Customers can also choose to pay $180 for a year, $300 for three, or $415 for "unlimited" access to their vehicle's heated seats. Other premium subscription features include adaptive cruise control and smart high beam.
It is unclear when BMW launched this service. Unsurprisingly, the company was hesitant to advertise its genuine microtransactions. A BMW representative was also unable to answer The Verge's questions about the rollout. In addition, there is no publicly available list of countries where BMW offers this subscription. However, BMW currently offers these subscriptions in South Korea, the UK, Germany, South Africa and New Zealand. It doesn't appear to be available in the United States, but there's no reason to believe BMW wouldn't roll it out in more countries if this apparent soft launch proves successful.
Heated seats aren't the first optional feature the automaker has put behind a monthly subscription. It shouldn't come as a surprise either. BMW announced in 2020 that it would offer microtransactions for optional features such as adaptive cruise control, automatic high beam and automatic warnings for traffic cameras. Automakers also typically charge an additional fee for optional features such as heated seats and steering wheels. In this case, however, BMW charges a monthly fee to allow customers to access features already installed in their vehicle.
In all fairness, there are instances where a subscription service can make sense. The aforementioned traffic camera warnings are an ongoing cost to the company, so it's understandable that BMW charges a monthly fee. It is also questionable whether charging a monthly fee for optional features is so different from simply charging in advance.
Still, it sets a potentially worrying precedent and is disturbingly reminiscent of the old tactics of game developers selling the first DLC on disc. It also faced similar pushback from customers, who criticized it as anti-consumer. However, it seems that only time will tell if microtransactions are settling outside the gaming industry.
Source: The Verge
0 Comments