Redbox, the kiosk-operated movie and video game rental company, is taking measures to remain in equal competition with Netflix and Amazon's Instant Video site.
The company announced it will be raising the prices of DVD and Blu-ray rentals, the Tech Times reports. Although they do not specifically reference their competitors, a majority of analysts have cited Netflix and Amazon's dominant position over the industry.
"We raised our prices to continue to bring you the best value for the latest movies and games on the formats you want, including Blu-ray (for the highest-quality viewing experience) and new-generation games," the company stated, according to the Tech Times.
"We're also investing to improve your experience at redbox.com, on our mobile apps and at the box."
In return for the price hikes, Redbox promises to improve the quality of its services, offering expanded personalization features. The company's competitors have also implemented similar features throughout their own developments.
"With the changes, we're going to bring you more of what you love about Redbox, including more personalized recommendations and deals, and improvements to the Redbox experience."
The Illinois-based company, founded in 2002, launched its instant video streaming service in 2012. Redbox is an official subsidiary of Outerwall, Inc.
