Since the implementation of its new advertising campaign “This is an Xbox” a few weeks ago, Microsoft has gradually installed the new philosophy of the Xbox brand, which is now very clear: any device can become an Xbox console, whether it is a PC, a mobile, a portable console, a dongle, a VR headset, and by showing humor and imagination ‘a bento. This new strategy which consists of saying that the brand is stronger than the box (Xbox box) has already been started with this desire to release all Xbox games on any competing console. With games like Grounded, Sea of Thieves, Indiana Jones and the Ancient Circle and other titles arriving on PS5, the most hardcore fans are increasingly disappointed with this new directive initiated by Satya Nadella, the CEO of Microsoft.
This new vision was also hammered home again during Microsoft’s annual shareholder meeting which took place via video, and which allowed the CEO of Microsoft to redefine what it means to be an Xbox fan. “Let’s take this joy of playing everywhere”he said, referring to the plethora of devices on which gamers can play Xbox titles. “We’re redefining what it means to be an Xbox fan; it’s about being able to enjoy Xbox on all your devices.”
With purchases of pharaonic amounts, Xbox can no longer be content to run behind a PlayStation whose aura is far too strong to try to compete with it on the same ground. With the democratization of streaming and consequently cloud gaming, Microsoft intends to position itself in this constantly evolving gaming landscape. A very controversial strategy in the Xbox community which feels betrayed, especially with the latest efforts produced by Phil Spencer and his team. If the classic console seems destined to disappear one day or another, Microsoft does not intend to abandon the console market, but Satya Nadella expects his teams at Xbox to innovate in this sector.