Microsoft is sending emails to Xbox Series X/S owners in the US who have not played their consoles recently, encouraging them to trade in their devices to retailer Best Buy. The promotion offers up to $375 (£279) in return, as highlighted by Nintendeal on X.
The email from Microsoft reads: 'Haven’t played on your console in a while? If you’ve moved on to Xbox on PC or another way to play Xbox games, it may be time to trade in your console to Best Buy for up to $375 (£279) back.'
The emails appear to target players who have been inactive for some time or those who own multiple consoles, according to the report.
Why Microsoft is pushing trade-ins
When Microsoft raised Xbox Series X/S prices in June this year, the company outlined plans to work with retailers to offer discounts on pre-owned consoles, aiming to address stock shortages and affordability concerns. Some observers view the current trade-in push as a way to get dormant consoles into the hands of more active players, who might then invest in Game Pass subscriptions and games, thereby boosting the active player base.
However, the strategy may overlook broader market challenges. According to Circana's Mat Piscatella, Xbox console sales in 2026 so far are the lowest they have ever been in the US, and this is not due to stock shortages. The Xbox Series X is more expensive than the PlayStation 5 and the Nintendo Switch 2, and it has few exclusive games, with titles like Forza Horizon 5 available on other platforms.
Concerns about the promotion's effectiveness
Even if the goal is to attract more dedicated players, there is no guarantee that traded-in consoles will be sold to more active players, making the initiative seem flawed. From a public relations perspective, a company encouraging customers to trade in its own product could be seen as a negative signal.
It remains to be seen whether this approach will continue with Project Helix, but given the potential cost of that console, ill-advised promotions might become more common.
