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[Tobimacoss]

It's not really going for 'the same audience' if it's now 2-3x the price a console normally is, even if they are going for living room players. I'm not sure if the audience it is going for has been proven to exist in significant numbers yet, let alone in 'compete with playstation' numbers.

Post in thread 'If you run XBOX division, what strategy would you pursue?'

Jul 7, 2025

This gen is a lost cause so multi-plat for now. Have 5 top tier exclusives including CoD and TES6 ready to go for the launch window of the next console and consign PlayStation and Nintendo to the pages of history where they belong. Stop referring to random objects as Xbox. Call the next console Xbox Only because all these great fuckin games are on Xbox Only.

That's what I'd do. What Microsoft will do is become PlayStation's bitch and probably end up having to agree to a 20:80 split to pretty please be allowed to sell games on PlayStation. Pathetic.

• calico

LMAO @ Xbox Only. Creative.

COD isn't allowed to be exclusive until 2033, plus another 5 years for streaming until 2038.

 

[thicc_girls_are_teh_best]

Gonna go with what I was saying some time ago...

Current "Big" GAAS (COD, Minecraft, TES, Sea of Thieves, Fallout '76, Overwatch etc.): No exclusive entries but potential timed/console-exclusive bonus content (maps, skins, perks etc.) Timed exclusive bonus content on PC (i.e to PC Game Pass and Microsoft Store) before being available on other storefronts (Steam, etc.)​

​

Select "Big" Multiplats (Forza Horizon....that kinda might be it): Still on other consoles i.e PS but probably with 1-2 year timed console exclusivity on Xbox. Day 1 on PC (Microsoft Store, Steam, EGS etc.) as-is​

​

Other "Big" Multiplats (Gears, Halo, DOOM, TES, Fallout etc.): Probably timed exclusive on Xbox for some years (2+) before going to other consoles (IF that). Day 1 on Microsoft Store, Steam etc. but probably with some exclusive content not in Steam versions. Game Pass tie-in perks where able.​

​

New non-GAAS IP: Probably Xbox console-exclusive going forward for AAA; likely still Day 1 on Xbox & Microsoft Store for PC but some might be timed exclusive on Xbox (smaller ones first, then bigger ones if smaller ones do well). Some likely Day 1 on Steam and other PC storefronts but others at least timed exclusive to Microsoft Store. Smaller AA titles might still release on PlayStation & Nintendo, case-by-case. Both on console & PC the MS versions might have exclusive content not available elsewhere.​

That's the most likely route they're going to take, if they even change anything or if it's just more pretty words to satisfy the diehard warriors out there. "We are Xbox" sounds like some cult chant shit, tho.

 

[LordCBH]

We'll see what comes of this, but I'm no danger of buying the next Xbox regardless. If they pull back from publishing on PS and Nintendo platforms, which I think would be a mistake given how they've run most of their own fans out of the building in the past 15 years, I'll just play the games on PC.

 

[Astray]

I think that a delayed release would likely be the worst of all worlds.

People who tout ES6 to be the big Helix timed-exclusive fail to understand that Bethesda games have a cottage industry of Youtubers who do "critiques" that WILL spoil the game's image to consumers on non-Xbox platforms.

This happened to Starfield and it dampened damn near all enthusiasm around the IP pre-PS5 release, it WILL happen to ES6 too.

 

[poppabk]

Microsoft's biggest issue is they entered the business for the wrong reasons, they started it out chasing what Sony had, so they essentially built a different Playstation. There's no grand vision that is unique to them, so all they do is basically lurch about from one objective to another.

I personally have already made my decision not to cop an Xbox next gen. They played this exact card this gen when they bought Bethesda and I got nothing out of buying a Series X.

Now that I think about it, there's really nothing they can entice me with that I can't either find elsewhere (as in they will have to port) or find better alternatives to, especially now that they have released almost everything that matters to me elsewhere.

That didn't build a different PlayStation - they built a closed ecosystem PC.

 

[SupremeJ]

XBOX exclusives = PC XBOX Store exclusives

TES6, Diablo 5, Fallout 5, Starcraft, COD , etc.

 

[Astray]

That didn't build a different PlayStation - they built a closed ecosystem PC.

To enable 3rd party players to crossover from PC to console.. hence a different Playstation.

XBOX exclusives = PC XBOX Store exclusives

TES6, Diablo 5, Fallout 5, Starcraft, COD , etc.

Suicidal move in the short/medium term with no sure-fire positive long-term benefits to be gained.

This is a non-starter if I've ever seen any.

 

[Sooner]

Project Helix, The Elder Scrolls VI launch title, only on Xbox.

Bada bing bada boom.

Elder Scrolls suddenly becomes irrelevant. Bada Bing bada boom.

And by launch title, I assume you mean an Xbox 3 generations from now?

 

[wolffy66]

Xbox and the xbox gaming division in general is DEAD. Theres no harm in pretty much anything they try. Theyre gonna lose a lot of money on the next console. Theres no avoiding it.

So do they just take a huge swing and hope they can spark a console rebirth with exclusivity or do they slowly wind down the division? Those are the only two real options.

They can't just maintain the status quo here. A drowning person needs to at least reach for a life boat.

 

[Knucklepux]

E-Day and Fable would move the needle for Xbox

They need to drop the Ps5 ports and they have to clarify there stance on exclusivity

Times exclusives don't mean shit. People will literally wait until a game comes to Steam to avoid Epic and it's literally free to get their launcher

 

[memoryman3]

E-Day and Fable would move the needle for Xbox

They need to drop the Ps5 ports and they have to clarify there stance on exclusivity

Times exclusives don't mean shit. People will literally wait until a game comes to Steam to avoid Epic and it's literally free to get their launcher

The problem is that people in Eastern Europe and Asia will never widely adopt Xbox consoles, and Phil/Sarah knew this.

 

[kevboard]

The problem is that people in Eastern Europe and Asia will never widely adopt Xbox consoles, and Phil/Sarah knew this.

they were on the path to them adopting it more during the 360 days, and then fucked it all up.

so it's possible to gain traction, they just have to not fuck it up

 

[viveks86]

HeisenbergFX4 have you heard anything about exclusivity so far?

 

[HeisenbergFX4]

HeisenbergFX4 have you heard anything about exclusivity so far?

I so hate to kind of back up bean man Jez but there are discussions

To what extent or if it will even happen has not been decided as far as I know

I know sneakers recently said it's never happening but I am leaning way more towards they will pull back from launching on PS at some point

 

[EverydayBeast]

Translation: Going PC and Playstation was dumb and bad for Xbox.

 

[pixelation]

Where's S SneakersSO when you need him?

 

[HeisenbergFX4]

Where's S SneakersSO when you need him?

He just weighed in like a week and a half ago on it

There has always been a discussion around exclusivity happening in some form or fashion. Its never coming back.

 

[pixelation]

I so hate to kind of back up bean man Jez but there are discussions

To what extent or if it will even happen has not been decided as far as I know

I know sneakers recently said it's never happening but I am leaning way more towards they will pull back from launching on PS at some point

Are MS that stupid? (yes, yes they are)

 

[Cert.in.Death]

Methinks this is all lip service. New boss on the job, trying to curry favor with everyone she can.

The shareholders run Xbox now.

 

[Arsic]

Just keep titles 1 or 3 year exclusives depending on title.

I'd consider ES6 a Xbox only 3 year exclusive a console seller.

Gears and halo a 1 year exclusive title.

 

[Mr.Phoenix]

So... undo all the mistakes we made, re-learn what we had already learned... and make the same mistakes again that got us here to begin with.

That's peak Microsoft right there; they just do not want to learn.

Ok, I will bite, come on, MS, let's take everything away from everyone. Fuck PlayStation and fuck PC. If anyone wants to play Xbox games or experience gamepass, let them buy an Xbox. And fuck Steam, you can play your PC games, but only if you purchase them from the Xbox store.

If you are going to do it, do it right, this half-assed shit has gone on for long enough.

 

[Boneless]

No steam, no buy.

 

[Negotiator101]

No steam, no buy.

Obviously not referring to PC, Microsoft is PC with windows, console is obviously the apparent sticking point.

 

[DeVeAn]

focus on Xbox first, and let studios concentrate fully on the Xbox version any nothing else.
once the Xbox version is done, then they can work on ports.

that's how they should do it. it's a compromise. not full exclusivity, but making shure their studios aren't spread too thin with too many ports to support right out of the gate

Probably the most ideal at this point.

 

[Fabieter]

Obviously not referring to PC, Microsoft is PC with windows, console is obviously the apparent sticking point.

Its not obvious when valve is positioning linux as an alternative to windows really well. It will take a few years and you wont need windows for gaming anymore because of them.

Good for us not soo good for Microsoft

 

[Viruz]

Nothing has changed, it's the same noise as always with xbox

 

[Panajev2001a]

focus on Xbox first, and let studios concentrate fully on the Xbox version any nothing else.
once the Xbox version is done, then they can work on ports.

that's how they should do it. it's a compromise. not full exclusivity, but making shure their studios aren't spread too thin with too many ports to support right out of the gate

Thing is with Helix there is likely NO Xbox version, Xbox games is the BC part of it (on the console side). There is a multiHW PC version.

 

[Skifi28]

New boss on the job, trying to curry favor

 

[Parazels]

Considering the current state of the brand, does full exclusivity make sense from the shareholders' point of view?

 

[Sohurmk833]

I mean go ahead and see how long it takes for Nutella to pull the plug if he sees how several billions go down the drain every year.

 

[ShaiKhulud1989]

Nothing has changed, it's the same noise as always with xbox

Follow the money and the targets and not the PR fluff, yeah.

 

[DenchDeckard]

All you have to do with Microsoft is follow money. There's nothing else to it really.

Sure, most businesses are like that but MS is famous for chasing the money. If the money doesn't come the product dies and they attempt to swipe it under the rug like nothings happened.

I keep getting lol emojis because it's not the point people want to read

But

Microsoft sees the value in Xbox, clearly.

That is all the answer you need to know if Xbox is ticking boxes at Microsoft.

It must be pulling in enough revenue and profit for pappa Satya to not want to lose it and it's clearly taken a couple of years after the ABK situation to show the higher ups that losing hardware sales, subscriptions, games to other platforms has caused enough of a dint that it's gone straight to the top and pappa is opening his wallet to help fix it again.

I think this will be their last attempt but I am hoping if Satya has signed things off that we are going to get a fully commited Xbox push.

They have to go all out after that cultish speech or it's just fluff and pointless. I'll take the wait and see approach but it would be amazing if we had all three companies fully going for it next gen.

 

[viveks86]

I so hate to kind of back up bean man Jez but there are discussions

To what extent or if it will even happen has not been decided as far as I know

I know sneakers recently said it's never happening but I am leaning way more towards they will pull back from launching on PS at some point

Would be a crazy u-turn if that happens. Must be frustrating amongst dev studios to constantly wonder what platforms to build for.

I think the focus needs to be on releasing some 90+ MC, 10 million+ selling bangers while maintaining the current status quo. Without the games to reestablish their footing, none of this will move the needle.

 

[Fabieter]

I think this will be their last attempt but I am hoping if Satya has signed things off that we are going to get a fully commited Xbox push.

I think its pointless for Microsoft to so that because in the long run as much as people including me dislike it cloud will win. So why would they go all in on hardware again if it has limited time of possible success.

 

[DenchDeckard]

I think its pointless for Microsoft to so that because in the long run as much as people including me dislike it cloud will win. So why would they go all in on hardware again if it has limited time of possible success.

Good point, I guess to establish their position as a leader in streaming when it comes around.

I Guess the desire is to have a solid customer base in the platform and services like gamepass where you introduce cloud streaming so when you gradually pivot from one model to another it's as smooth transition as possible.

Gaining momentum is very difficult, sustaining it is a lot easier if you are in a strongish position to begin with.

 

[geary]

its what sells systems and what makes them unique.

This is so wrong in 2026. Maybe one or two games in a generation could influence some buyers (like GTA6), but exclusivity is low on the list of reasons to buy a new console if you're in the market for one. Off the top of my head, services, accessories, software like UI/UX, game libraries, and where your friends play all come before exclusivity. If I have my library and my friends on PlayStation or Xbox, I wouldn't trade them for one or two exclusive games. The era when exclusivity really mattered ended over a decade ago. Sure, there are a few people who might rage on Twitter claiming exclusivity is the best reason to buy a console, but they're maybe only 1% or less of the reason customers make that choice.

 

[Fabieter]

Good point, I guess to establish their position as a leader in streaming when it comes around.

I Guess the desire is to have a solid customer base in the platform and services like gamepass where you introduce cloud streaming so when you gradually pivot from one model to another it's as smooth transition as possible.

Gaining momentum is very difficult, sustaining it is a lot easier if you are in a strongish position to begin with.

Imo its not needed. Content is going to be king and they are already have the infrastructure for streaming in house. Shy waste money on a hardware business they never made alot of monry to beginn with.

Its possible but i actually think from a money perspective they shoukd drop it.

 

[Thebonehead]

It's only four games going back to full exclusivity.

In seriousness, I think it just means a standard 6-12 month ps/switch after Xbox release window

Of more interest is the talk of convergence of pipelines and tech.

I can only hope that means they throw away ue5 for any brand new projects and move to Id tech as that is inherently scaleable instead of everyone on their own engines.

 

[jm89]

XBOX exclusives = PC XBOX Store exclusives

TES6, Diablo 5, Fallout 5, Starcraft, COD , etc.

I support this move.

 

[JohnnyFootball]

People who tout ES6 to be the big Helix timed-exclusive fail to understand that Bethesda games have a cottage industry of Youtubers who do "critiques" that WILL spoil the game's image to consumers on non-Xbox platforms.

This happened to Starfield and it dampened damn near all enthusiasm around the IP pre-PS5 release, it WILL happen to ES6 too.

Starfield had legit flaws though. The reception was pretty mid. There was tons to criticize in that game. I say this as someone who mostly liked it.

Skyrim was pretty beloved and if ES6 ends up being legit good, then it will still sale pretty well with a delayed release.

 

[JohnnyFootball]

It's only four games going back to full exclusivity.

In seriousness, I think it just means a standard 6-12 month ps/switch after Xbox release window

Of more interest is the talk of convergence of pipelines and tech.

I can only hope that means they throw away ue5 for any brand new projects and move to Id tech as that is inherently scaleable instead of everyone on their own engines.

That aint gonna work. Exclusive needs to mean exclusive.

 

[Snowdonhoffen]

Ever since her first interview I've noticed how Asha tells you both things, what fans want to hear and what their real approach might be.
Fans: "Bring Back Exclusives"
Asha: "Hear You"
Also Asha a week later: "We also know that there are a lot of players who aren't on console or our hardware, and I want to deliver great games to them too"

Here, kind of the same.
Asha: "We will reevaluate our approach to exclusivity"
Also Asha: "You can play where you want"

 

[Zuzu]

Edit: putting the comment in another thread

 

[DenchDeckard]

Imo its not needed. Content is going to be king and they are already have the infrastructure for streaming in house. Shy waste money on a hardware business they never made alot of monry to beginn with.

Its possible but i actually think from a money perspective they shoukd drop it.

You don't think its needed to build a robust customer base for the transition to cloud?

Especially, when you are in such distant third?

 

[Fabieter]

You don't think its needed to build a robust customer base for the transition to cloud?

Especially, when you are in such distant third?

You do need content which will bring in the customers when consumer hardware will eventually vanish.

Imo they need to focus to make good games bring it to everything and further build up their cloud strategy. Its gonna be the future. Its a waste to focus on hardware now. And donr get me wrong i like my local hardware but lets be real it wont be here forever.

 

[Spyxos]

Too late, i will never buy an xbox again. And i had all of them.

 

[DenchDeckard]

You do need content which will bring in the customers when consumer hardware will eventually vanish.

Imo they need to focus to make good games bring it to everything and further build up their cloud strategy. Its gonna be the future. Its a waste to focus on hardware now. And donr get me wrong i like my local hardware but lets be real it wont be here forever.

I think, for their business, they need to release high quality exclusive games. We have seen how important the fans of a platform think exclusive games are. We have seen it in this year with Jason's article on Sonys exclusivity. I think evidence has proven that it is important to have a strong exclusive line up, especially IF you want to sell hardware.

If they bring amazing games, an awesome launch line up their next console will see success. Its as simple as that.

I think you are miss understanding how important it is to have a portfolio of customers when you move to a new businsess model. Why would you not work to create a foundation now, for the future. It makes the most sense.

The only other option, is what you said, but you would need gamepass to be on every platform including Nintendo and Sony, platforms for your angle to work, imo.

 

[demigod]

E-Day and Fable would move the needle for Xbox

They need to drop the Ps5 ports and they have to clarify there stance on exclusivity

Times exclusives don't mean shit. People will literally wait until a game comes to Steam to avoid Epic and it's literally free to get their launcher

Stop trying to rewrite history. Fable is not a system seller. It sold what, 4 million tops when Xbox was at its peak with the 360. Now add Gamepass and numbers will even drop more.

Gears is not what it used to be. I highly doubt Gears 5 even sold 4 million and thats including Steam. It ranked 7th on NPD in its launch month.

 

[Fabieter]

The only other option, is what you said, but you would need gamepass to be on every platform including Nintendo and Sony, platforms for your angle to work, imo.

That is exactly the point. If local hardware is destined to vanish, content becomes the ultimate currency. If you refuse to offer your games on competing platforms, you lose the opportunity to win the market.

While content is the most crucial asset, Microsoft already possesses its own hyperscale cloud infrastructure. This raises the question: why continue to maintain a hardware business that has historically been a massive financial drain?

They clearly need to bridge the gap to a cloud-based future, but throwing endless capital at hardware is the wrong way to do it. It is highly unlikely that the traditional hardware market will survive in its current form into the mid-2030s. Given that Microsoft never truly dominated the hardware space, it would be far more logical to maximize revenue as a software powerhouse while the console era is on its last legs.

 

[DenchDeckard]

That is exactly the point. If local hardware is destined to vanish, content becomes the ultimate currency. If you refuse to offer your games on competing platforms, you lose the opportunity to win the market.

While content is the most crucial asset, Microsoft already possesses its own hyperscale cloud infrastructure. This raises the question: why continue to maintain a hardware business that has historically been a massive financial drain?

They clearly need to bridge the gap to a cloud-based future, but throwing endless capital at hardware is the wrong way to do it. It is highly unlikely that the traditional hardware market will survive in its current form into the mid-2030s. Given that Microsoft never truly dominated the hardware space, it would be far more logical to maximize revenue as a software powerhouse while the console era is on its last legs.

Well, I think your point makes sense but theres a couple of things I disagree with. The main one, MS and Xbox can not guarantee that Sony and Nintendo will allow gamepass on their platform and as its not happened yet, when will it?

How does MS and Xbox survive another 10 years without a platform?

MS might be losing money on hardware, but the overall importance of that hardware to allow the other parts of the business to flourish is what matters.

Why doesnt Sony and Nintendo put all their games on Cloud if your point is a valid one?

I think the reality is, its not proven that cloud will take off. You cant put your eggs in one basket.

So, if we look at the market leader in the third party space, Sony. They are not reducing hardware count next gen, we are hearing they are increasing it buy having multiple SKUs and a handheld.

That should tell you what you need to know, imo.