Meta no longer sells headphones only. Now it is selling access, value, and momentum.
The latest marketing activity has seen the company putting the Meta Quest 3 helmet at the core of a package that includes a free digital version of the much expected Batman: Arkham Shadow VR game and a three-month Meta Quest Plus subscription, that gives users the possibility to have instant access to premium content right after unboxing.
At a price of $500 across such major retailers as Amazon, Best Buy, and Target, the kit is for the 512GB Meta Quest 3 and it is representative of a crucial moment in Meta’s firm choice to be the consumer VR leader.
Nevertheless, that last example is not the idea. It is a clear signal that Meta wants to be the driving force behind the change in the people’s way of entering the VR world — and to stay there.
Bundles, Not Discounts — A Shift in Strategy
Historically, companies producing headsets have been relying on price reduction to experience an expansion in sales. The situation with Meta is different: on the one hand, the hardware price is kept unchanged, but on the other hand, value is added to the package by means of content, subscriptions, and access to the exclusive game.
When buying this bundle, the customers get the following:
- The full Batman: Arkham Shadow game, an exclusive VR adventure game set in Arkham
- Meta Quest Plus trial for three months offering two games a month for the entire period of the subscription
- Xbox Game Pass Ultimate for one month included in the purchase (only available via Best Buy)
Instead of cutting the price, Meta is making the buyers believe that the value has been increased — and it is having the desired effect.
“This step not only keeps the Quest 3’s brand perception high but also it brings new users to Meta’s content ecosystem,” says Mark Henley, a San Francisco-based XR market analyst. “No, and also, it’s not about lowering the price, but expanding the experience.”
- Enjoy the ultimate way to experience everything you love. Now you can get Batman: Arkham Shadow and a 3-month trial of M…
- Unlock new ways to work, play, relax and connect with mixed reality, where you can blend digital objects into your physi…
- With the most powerful Quest yet,* every experience looks sharper, plays faster and runs smoother. Enjoy life-like graph…
Content is the New Currency in Virtual Reality
Apple Vision Pro still captures the professionals and early adopters market with its price tag of $3,499, while Meta has repositioned itself as the affordable, entertainment-focused option. That’s actually the call to software first.
The Batman: Arkham Shadow game is a proof-of-concept through the Quest 3’s graphics and the immersive effect, and in the meantime, it is also a four-hour story-heavy game. By including such a product, Meta guarantees that new users are provided with an excellent site of the platform.
Which means that Quest Plus will not only act as a way for the company to keep customers, who also gets a collection of games that are replaced by other games on a regular basis and such an act is a way of encouraging the new users to continue their subscription and remove any doubts that might have been created by a trial period.
“Once the users tie up their way with the Quest Plus, it is very probable that they will continue. Thus, it looks like Xbox’s Game Pass in a way, and it is a smart move, right?” that’s the way Henley puts it.
Why This Bundle Matters Right Now
Meta’s timing is strategic as it is done not by chance but by math. The competition is still for the limelight as the warm weather comes. As Meta is taking a bold step into the mainstream, the company is also upping its game with some home entertainment products.
The message would not only be consistent but also widely accepted because Meta is ensuring that not only Amazon but also other retailers like Best Buy, Newegg, and Target are ready to carry the same package.
Yet, a stand-alone headset would still definitely be the best product, this bundling is also an add-on that pushes unsure customers to decide on their purchase, especially when such customers are not in immediate need of buying games or services.
Would This Contour the VR Headset Sales Market?
If the current advertising drive will do well, and now it has been shown the initial reaction is upon it might, we shall then be offered a situation where VR headsets are concerned for the first time but will be marketed for prolonged periods.
Contrary to cutting prices to influence consumers in the future, raffle-type incentives are an example of promotions that will be used.
To put it simply, Meta is using a tactic straight out of a gaming console playbook — and one that they modified to fit virtual reality.
To Conclude
The Meta Quest 3 bundle does more than save money. It is a Meta’s Vision first step – a unique ecosystem where the user does not only buy a headset but just connect to a community of content immediately.
Meta’s success against Apple, PlayStation VR2 and the forthcoming XR competitors will be dependent on one single thing — raising the bar of value instead of dropping the price down.
Note that the feedback from the AI-users demonstrates that the language used is not only inappropriate for the given workplace, but also inaccurate, requiring many inappropriate corrections and improvements.
