The Xbox strategy is changing (Microsoft)
A reader is frustrated with what he describes as Xbox’s defeatist attitude and what seems to be an increasing disinterest in selling consoles.
The biggest problem Xbox faces right now is that the brand has lost its identity. This isn’t a trivial matter. Xbox has become the embodiment of Jason Bourne, who doesn’t know who the hell they are anymore. Xbox used to be mocked as the ‘shooter box’ but even that nickname is no longer applicable.
Phil Spencer recently spoke with Bloomberg and stated there are ‘no red lines’ and that he doesn’t look at their portfolio as ‘thou shall not’. To suggest he hasn’t read the room is an understatement.
The Xbox crowd are never going to get on board with a multiformat strategy. Much the same as PlayStation fans aren’t fond of games going to PC. The tribalism isn’t going away anytime soon. But even the Xbox faithful have had enough. The issue Xbox has isn’t unique to their fanbase. It’s a negative perception which has clearly impacted the casual market. It’s the polar opposite of the Xbox 360 era, which even overcame hardware failures relatively unscathed.
I put myself into the category of player that owns multiple consoles each console generation but leans towards Xbox. So, I buy a PlayStation for their exclusives but tend to buy the third party games on Xbox, along with their exclusives. Phil Spencer has created a scenario where I will no longer need to buy an Xbox to play their exclusives. Therefore, they are going to lose out on those third party sales I made on Xbox. I get the impression Phil Spencer and his cronies haven’t really thought this thing through.
I feel Xbox could get away with a multiformat strategy if the following were to happen. Stop with the mixed messaging and adopt transparency. There still has to be incentives that reward the fanbase. Perhaps that’s a six month/one year exclusivity period for all first party games. Make a decision and stick to it. The constant ambiguity has done the Xbox brand no favours.
Only once they reconcile their mistakes will improvements happen. There are at least some positive signs they intend to reboot Halo and Gears Of War. The biggest fear for Xbox fans is Microsoft decide to do away with producing hardware altogether. In particular, those customers who have built-up digital libraries are worried.
If long-term exclusives are off the table, then only unique, compelling hardware can help turn the tide. The claims of delivering ‘the largest technical leap in a generation’ better be true, for their own sake. Along with the much touted handheld living up to expectations.
Customer confidence is at an all-time low for Xbox. Game Pass is unquestionably the best value in gaming, yet Microsoft are incapable of marketing it effectively. Instead, they launch an ad campaign that literally informs customers they don’t need to buy an Xbox. I understand the sentiment behind the advert, but it undermines the value of the console. It’s a bizarre strategy.
It is evident Xbox, or more specifically Microsoft, have stopped listening to fans. Phil Spencer looks dishevelled and doesn’t seem to be having fun anymore. This year in particular has taken its toll. If Microsoft don’t care about their console business, then why should the customer? The only incentive to buy an Xbox can’t be just Game Pass. Phil Spencer’s message is loud and clear: ‘Thou shall not buy an Xbox’.
At this point, I don’t know how Xbox regains its identity. The defeatist attitude from Phil Spencer has been plain to see for a while. Whilst he did a good job when Xbox One was in disarray I feel his time is up. When he said a 11/10 game would make no difference, he lost all credibility.
Many of the problems Xbox faces are of their own making. Whilst I’m sure their strategy will please shareholders and probably result in record profits we are witnessing the Xbox console being sidelined, along with the fanbase.
Jason Bourne eventually got his memory back. I don’t have much faith Microsoft will. They no longer care about what the fans think, which usually doesn’t bode well. As Princess Leia once said: ‘If money is all that you love, then that’s what you’ll receive’.
By reader Si
Phil Spencer isn’t as popular as he used to be (YouTube)
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