Verizon, a globally recognized wireless provider, is including subscriptions to Apple Arcade and Google Play in its phone plans. Users with any unlimited Verizon plan will now receive six-month access to a variety of popular gaming titles.
This isn’t the first time Verizon has used a bundling strategy to acquire and retain customers. Last year, the company offered PlayStation Plus and PlayStation Now subscriptions to its users. With its recent strategy, customers can play nearly 1,000 games from both Apple Arcade and Google Play Pass, which normally cost $4.99/mo each.
Read on to understand this bundling package and how subscription companies are strategizing to provide more value to their customers.
What Verizon’s Announcement Means for Users
Verizon accounts will receive gaming perks for up to six plan members. Customers can access a comprehensive library that includes titles ranging from Apple’s NBA 2K21 Arcade Edition to Google Play’s Stardew Valley.
According to Verizon, over 100 kid-friendly educational games will be available through this deal. This can become a large selling point for families, especially those who see more value in games that assist with developmental skills.
“The service offers breakthrough, unique benefits players love: an incredible variety of games, support for Apple’s high user privacy standards, no ads, no in-app purchases, and one all-inclusive subscription offer,” the company said in its press release.
New and existing members on Verizon’s “Play More” and “Get More” plans will receive 12-month access to Apple Arcade and Google Play. Currently, “Play More” ($80/mo per phone line) includes Hulu, Disney+, ESPN+, a six-month subscription to Apple Music, and 12 months of access to discovery+.
The pricier plan, “Get More” ($90/mo per phone line) includes all previous perks plus full access to Apple Music.
Tacking on gaming amenities can improve the value offered in these plans and potentially attract more customers. Moreover, users already on the plan will have another reason to stay.
This is particularly important for Verizon, which lost nearly 180,000 wireless phone subscribers in Q1 2021. The loss exceeded expectations, and a new bundling strategy could help the company get back on track.
How Gaming Bundles Have Impacted the Subscription Industry
Gaming bundles have become increasingly common to match consumer demand. According to Deloitte, gaming grew by 75% in 2020, with 7% of all consumers newly subscribed to a gaming service.
This information is further summarized in SUBTA’s Covid Report.
Companies are pivoting to capitalize on market trends. Earlier this year, Electronic Arts (EA) and Microsoft partnered to mutually increase active subscribers and cross-platform playing.
Media consumption is constantly changing, and Verizon will leverage its bundling strategy to stay ahead of the curve. Nearly thirty percent of consumers say they’d rather play an online game than watch a video. While Verizon offers a variety of streaming services, it hopes new gaming perks will satisfy those who prefer a hands-on experience.
Additionally, Verizon’s bundling announcement could be a strategic way to encourage more mobile device usage. Mobile screen time increased in the pandemic, as 70% of consumers reported spending more time on their smartphones. The company’s commitment to creating an engaging user experience is reinforced by its innovative wireless technologies.
“If you’re gaming on the go, Verizon 5G Ultra Wideband levels up your entertainment experience with super-fast game downloads, so you have your favorite games with you wherever you are,” the company said in its press release.
Verizon’s services go hand in hand with mobile entertainment that can be accessed anywhere. Through a partnership with Apple Arcade and Google Play, the wireless provider will look to expand its network.
- Verizon unlimited plan members will receive subscriptions to Apple Arcade and Google Play Pass. These two services normally cost $4.99/mo each.
- In 2020, video game activities grew by 75%, and 7% of all consumers newly subscribed to a gaming service.
- The wireless provider lost nearly 180,000 wireless phone subscribers in Q1 2021.