Microsoft’s newest sales pitch to prospective gamers is that everything—your TV, computer, or phone—can be an Xbox. It’s part of a new strategy aimed at reaching more people, and potentially making a lot more money. It’s also a major shift for the millions of people who have been Xbox fans for decades now, and the company says it’s embracing that.
“If I think about it right, we chose the secular growth category in entertainment, which we think is gaming and said, ‘Let’s double down on it,’ Microsoft CEO Satya Nadella said at an investor conference last week, Game File reports. “And so we said, ‘Let’s take that joy of gaming everywhere.’ And that’s why, even these ads with Xbox now, where we are redefining what it means to be an Xbox fan, it’s about being able to enjoy Xbox on all your devices.”
That line—“we are redefining what it means to be an Xbox fan”—might play well with shareholders, but it’s a potential tinderbox for long-time players unsure what exactly that means for them.
Last year, Microsoft Gaming CEO Phil Spencer said the company had lost the console war to Sony. This year, amid steep cuts and reported pressure for increased profits, the company has started decoupling the Xbox ecosystem from the Xbox hardware, with first-party exclusives getting ported to Switch and PlayStation 5, and Game Pass becoming available on more devices through cloud streaming. Following quarter after quarter of declining console sales, Xbox is going off-world.
The jury’s still out on how much this pivot will expand the Xbox player base, but the real question for existing fans is whether it will ultimately improve gaming for them. If they’d wanted to stream games to a TV or phone they wouldn’t have already purchased an Xbox in the first-place. But if Microsoft can truly integrate the experience across every device it’s available on, the whole could end up being more meaningful than the sum of its parts.
This would be Microsoft bringing its original “play anywhere” perk to its ultimate conclusion: Buy a game from Xbox and it follows you around wherever you’re playing, whether that’s a TV, console, PC, or that new gaming handheld Microsoft is tinkering away on. Windows Central reports that another initiative currently underway at the company is called Project Rainway. It’s aimed at a unified UI for Xbox across different platforms where friends lists, messages, game lists, and save progress seamlessly flow between devices.
It’s an ambitious idea that, as Windows Central notes, comes with plenty of its own risks if Microsoft isn’t 100 percent committed to delivering on it. Abandoning any one aspect of a play everywhere mantra degrades the value of the entire thing, and Microsoft has been anything but consistent this console generation. Even its big plans for the Xbox app store on smartphones have been indefinitely delayed amid ongoing legal challenges between Google and regulators.
It’s hard to think a company that just spent $69 billion on acquiring Call of Duty and Candy Crush publisher Activision Blizzard wouldn’t be committed, but that sale emerged before Microsoft went all-in on generative AI tech. Those investments are expected to hit $250 billion next year. Maybe that’s why, despite the scale of the strategy on “everything’s an Xbox,” it still feels like a footnote across the broader company.
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