The Xbox Erosion

Recent allegations have surfaced that the exclusivity deal for Black Myth: Wukong between Game Science and Sony was kept secret, possibly misleading the public into believing it was an issue with Xbox hardware. This has only fueled the frustration among Xbox fans. They feel that porting Xbox games to other platforms indirectly supports Sony’s exclusivity deals which in turn hurts Xbox customers. While I understand the heartbreak and disappointment of these fans, I believe their frustration is somewhat misplaced. I distinguish between two often-confused controversies: the general disapproval of a multiplatform strategy and the gradual erosion of the Xbox hardware brand.

I am not against releasing software on multiple platforms. I very much believe it is an opportunity to spread awareness of the Xbox family of studios and their talent. However, I am concerned that the continuous undermining of the console brand could lead to the eventual failure of Xbox’s future hardware generations. Starting with the upcoming Generation 10. A premature death by a thousand cuts.

Microsoft’s Clear Lack of Commitment

Microsoft has a mixed history with consumer products. They often follow trends rather than setting them. The Xbox console stands out as one of the few Microsoft products that at one point achieved widespread success and positive sentiment amongst the mainstream. Yet, for the past two generations, decisions have been made that seem to devalue the console’s brand, making it a lower priority. By focusing on increasing monthly active users and acquiring large publishers with extensive IP catalogs, Microsoft has insulated itself from any potential turbulence in the console business. They are now in a position to not have to worry if the hardware business is completely shuttered today or tomorrow. This reinforces Microsoft’s legacy of product failures and abandonment. 

It feels like they lack the commitment and pride needed to be the best in the eyes of their customers and developers. This creates the environment that allows scenarios where developers of Black Myth: Wukong and Baldur’s Gate 3 can make the Xbox platform an afterthought, low on the totem pole.

The Uncertain Future of the Console Market

The future of the console market is uncertain. Microsoft, in its attempt to be forward-thinking, predicts a decline in hardware. This might be accurate, as current trends show a decrease in interest. But I give Microsoft no credit for being futurists. 

Those that ride the wave, will never make waves. There is historical precedence for this as I am reminded of the 70s and 80s when the decline of consoles in the era of Atari was interrupted by a toy company making interesting waves.

Nintendo, despite its stubbornness, has shown focus, discipline, and dedication to its brand. Undoubtedly, building a legacy regardless of how many of its consoles have flopped or competitors have entered the market. Likewise, Sony has also been careful to protect its own Playstation console brand even as they move to bring many of their exclusive franchises to other fronts.

I hope Microsoft will also demonstrate this dedication to customer sentiment, its own legacy, and a desire to create a development environment that developers can not ignore. This is challenging to achieve with a “no console necessary” tagline.

Final Thoughts on Xbox Eroding its Brand

I don’t believe that porting Xbox franchises to competitors is inherently problematic. While it may seem counterintuitive, there is a way to spread the Xbox “gospel” across other consoles and platforms. However, this only works if Microsoft makes a concerted effort to build a strong customer association with the brand and protect it. To truly have the will, appreciation, and commitment to the vast catalog of franchises under their belt. Creating a connecting tissue between the games, the franchises, the teams that develop them, and Xbox as a brand is crucial. Imagine if every time a gamer on their PC or PlayStation boots up Indiana Jones, it is preceded by “Team Xbox Presents.” As an older gamer, I feel a sense of pride in seeing my community represented. I just wish Microsoft would too.

Author Credit: Juan Guzman