There’s a deep irony to Xbox revealing it’s “re-evaluating” its PS5 strategy on the day co-dev Virtuos confirmed Forza Horizon 5 has sold five million copies on Sony’s console alone.
Microsoft’s innate ability to build parasocial relationships with its biggest influencers temporarily took a break during the latter years of ex-CEO Phil Spencer’s tenure.
Years of mixed messages and broken promises seemingly sent the chatty executive to Redmond’s most well-protected bunker.
Now the Team in Green is rolling out the exact same playbook for incoming boss Asha Sharma, starting with signed Project Helix hoodies and a renewed emphasis on console updates.
This week alone has seen the company cut the price of its oft-discussed Xbox Game Pass subscription – which is still $3 per month more than it was a year ago, albeit without tentpole franchise Call of Duty moving forward.
It’s also rebranded its Microsoft Gaming division back to Xbox, announced amid much fanfare in a letter signed lovingly by Asha and Matt. (Booty, the man who has been running Xbox’s first-party through all of its troubles over the last few years.)
And while the corporate address is filled with buzzwords and slogans – it claims “Xbox will be where the world plays”, despite its market share eroding outside of the United States – it’s the question of exclusivity that continues to dominate headlines.
It’s clear that when the company discusses exclusivity, it’s speaking specifically about PlayStation and to a lesser extent Nintendo, because Microsoft is already deeply entwined with PC through Windows. If its next “console” will run Steam, as confirmed, then we can’t see it stepping away from that space like Sony supposedly has.
But I feel like this latest round of “flip-flopping” has taken us all the way back to 2023, with Spencer’s now infamous “four games” rhetoric.
Many of you will recall the company’s legendary “media briefing”, where it announced the likes of Hi-Fi Rush and Sea of Thieves for Sony’s console. It was, as stated at the time, no indication of Indiana Jones or Starfield following suit; the latter just got a big painted mural in London to celebrate its arrival on the PS5.
I say all this because Microsoft is very clever with its wording, and a commitment to “re-evaluating” its approach to exclusivity doesn’t really change anything. It can do this and still determine that PS5 may be a legitimate place to play, say, Gears of War: E-Day.
But it allows just enough uncertainty to re-open the debate, and it’s something I’m becoming increasingly tired of.
Over the past couple of years, we’ve seen Xbox influencers themselves argue for the abolishment of exclusivity; it, according to ousted executive Sarah Bond, is an “antiquated” concept.
We’ve even had Microsoft overlord Satya Nadella himself come out and say “we’re going to be everywhere, on every platform” in publicly facing forums multiple times.
Heck, the creators of Xbox’s flagship franchise, Halo, recently announced its remake while wearing a PlayStation shirt and saying the future of the Master Chief is on Sony’s system.
And now that’s all up for debate again.
Look, I’m not going to lie to you: I find the drama mildly entertaining at times. But there is a point where surely enough’s enough.
I’ve always argued in favour of exclusivity; I think it’s important for an ecosystem to have its own library of software so that it can establish its own identity. So I understand why Xbox enthusiasts, no doubt worried about the future of the brand, would be willing to push Microsoft in this direction.
I have no real quarrel with them – it’s the constant back-and-forth, the will they/won’t they approach from the organisation itself that I find draining.
I understand the flip-flopping keeps Xbox in the headlines at a time where its brand recognition is the weakest it’s ever been, but I’m urging the firm to come to a conclusion and stick with it.
I think Xbox, whatever it decides, would be best served to get its head down and keep its mouth shut for a little bit.
It’s one thing keeping your players abreast of the direction you’re moving in; it’s another to be flooding the space with vague, incoherent statements about things you may or may not do.
What do you make of Xbox’s latest spiel? Do you think it’s going to axe plans to port its first-party games to PS5? Are you tired of the organisation’s non-stop nattering? Let us know in the comments section below.
