The predatory game monetization tactics of today began with Microsoft. After experimenting with paid DLC for its first-party titles on the original Xbox, Microsoft planned to launch the Xbox 360 with a storefront populated by the newfangled "microtransaction." Speaking to WIRED in 2005, Microsoft described the microtransaction system as one that would provide a profitable new revenue stream for publishers - one they would be foolish to skip out on. According to USGamer, Bethesda was the first third-party publisher to accept Microsoft's idea, offering a pack of in-game horse armor for Oblivion players at a $2.50 price point. Oblivion Horse With Elven Armor

This resulted in outcry from fans who found $2.50 far too expensive, especially for a cosmetic item in a single-player game, where no other players would even see it. Speaking about the issue later, Elder Scrolls director Todd Howard claimed Bethesda had tried to price the pack lower, but someone at Microsoft insisted on $2.50.

It seems like the only thing Microsoft really forced onto Bethesda was the price tag, Bethesda was all too willing to start loading up their game with microtransactions.