Microsoft emails dormant Xbox owners to trade in consoles amid RAM shortage

Key points

• Microsoft is sending targeted emails to users who have not recently played on their Xbox Series X or S, suggesting they trade in their consoles at Best Buy.
• The trade-in program offers up to $375 for an Xbox Series X and up to $200 for an Xbox Series S, with values depending on the model and condition.
• This initiative is part of a broader strategy announced in June to make consoles more accessible, alongside interest-free financing and certified refurbished hardware.
• The move is driven by a global RAM shortage, which has increased memory and storage costs by more than 2.5x, pushing console prices to record highs.
• The timing is critical ahead of the November 19 launch of Grand Theft Auto 6, which is expected to drive significant console upgrades and new purchases.

Background

Microsoft has been grappling with declining hardware sales and rising costs. In June 2026, the company announced price increases for its consoles, citing a surge in component costs. The current RAM shortage, exacerbated by AI data center demand, has made consoles more expensive to produce. Microsoft has also explored other strategies, such as making major franchises like Minecraft and Fallout console-exclusive, to boost its user base. The upcoming launch of Grand Theft Auto 6 on November 19, 2026, is expected to be a major driver for console sales, but the current stock and price issues pose a significant challenge.

How outlets are covering it

Windows Central highlights the dire stock situation and the 'RAMpocalypse' as the primary drivers for Microsoft's trade-in campaign. Power Up Gaming emphasizes the financial incentives, noting the specific trade-in values and the broader strategy to make consoles more accessible. Kotaku focuses on the public reaction, noting that the email was initially met with skepticism but was later corroborated by multiple users and the pre-existing relationship between Microsoft and Best Buy. Tech4Gamers reports on the email's content, confirming the targeted nature of the campaign.

Why it matters

This trade-in program is a significant shift in Microsoft's strategy to address the console market's challenges. By incentivizing users to trade in their dormant consoles, Microsoft aims to increase the supply of used hardware, which can then be sold at lower prices. This move is crucial for making consoles more accessible to new and lapsed users, especially ahead of the highly anticipated launch of Grand Theft Auto 6. The success of this program could help Microsoft mitigate the impact of the RAM shortage and rising component costs, potentially stabilizing its market position.

What to watch

The next steps will likely involve monitoring the effectiveness of the trade-in program in increasing stock availability and lowering prices. Microsoft may also expand its trade-in initiatives to other retailers or adjust the trade-in values based on market conditions. The impact of the program will be closely watched in the lead-up to the Grand Theft Auto 6 launch, as it could influence consumer behavior and console sales.