The buzz around the release of Halo: Combat Evolved was huge this weekend, but perhaps more significant is what it signals about Microsoft’s strategy. It’s another step in their move away from making games exclusive to their platforms, a change Xbox president Sarah Bond recently described as ditching an “antiquated” approach. She also assured players that the next Xbox will still be a powerful, high-quality console.
In a recent interview with The New York Times, Matt Booty, who leads Xbox game content and studios, explained that Xbox isn’t primarily competing with other gaming consoles. Instead, they’re focused on capturing people’s attention overall, facing competition from things like TikTok and movies.
This idea is similar to what Xbox head Phil Spencer said in 2020. He told Protocol (as reported by The Verge) that Amazon and Google would be Xbox’s biggest rivals in the future, more so than Nintendo or PlayStation. He was talking about reaching a wider audience through cloud gaming. However, considering Google’s Stadia cloud gaming service failed, his prediction doesn’t look so accurate now.
Xbox is facing challenges as hardware sales continue to decline each quarter. It’s unclear how the brand will fare against all the other entertainment options available. We’ll keep you updated on its progress.
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2025-10-26 23:44