For perspectives on Xbox’s upcoming gaming strategies, delve into our discussion with Xbox president Sarah Bond. In a chat with Mashable concerning the ROG Xbox Ally and Ally X, Bond revealed that Xbox’s next console will deliver a “premium, high-end experience,” and characterized the idea of console exclusives as “outdated,” highlighting that the gaming landscape has progressed beyond this approach.
“We’re genuinely observing people evolve far beyond [exclusives],” Bond remarked. “The largest games globally are accessible everywhere. You consider Call of Duty, Minecraft, Fortnite, Roblox. That’s truly what stimulates community in gaming. That’s where individuals congregate and have experiences. And the notion of tying it to a single store or device is outdated for the majority.”
For many years, exclusives shaped console identity, swaying players’ choices of platforms. They were the flagship titles that propelled hardware sales on Day One, rationalizing investments in particular ecosystems. A new Halo necessitated an Xbox; Uncharted or Spider-Man required a PlayStation. These games not only marketed consoles; they fostered loyalty, keeping players within a brand’s ecosystem for extended periods.
Nevertheless, as cross-platform play, digital marketplaces, and subscription services like Xbox Game Pass transform game ownership, exclusivity is diminishing its influence. Developers and publishers are now emphasizing expanding player reach and recurring income over limiting accessibility.
This transition is already in progress. Numerous Xbox exclusives are advancing to PlayStation, including a remaster of Gears of War, concluding 19 years of exclusivity. Even Halo: Combat Evolved, which solidified Xbox as a key player, is anticipated to transition, heralding the end of 24 years of exclusivity. Microsoft’s enhancement of Game Pass to include PC titles in 2019 is yet another indicator.
The gaming sector is adapting likewise. Many of Sony’s previous exclusives, such as God of War, Marvel’s Spider-Man, The Last of Us, and Horizon: Zero Dawn, have become available on PC in recent times.
For various players, Xbox’s present console identity appears ambiguous. With the corporation redirecting focus away from hardware and rigid exclusivity, Xbox’s future function is unclear. A publisher? Not exactly — the brand has launched only five titles this year, all confined to Xbox and Windows platforms (excluding Gears of War).
From Bond’s remarks, Xbox seems to be positioning itself as an ecosystem beyond merely a console. Earlier this year, Microsoft VP Jason Ronald indicated to The Verge that the next-generation Xbox will be “more PC than any Xbox console before,” with anticipated support for a variety of storefronts such as Steam, Epic Games, and GOG.
When questioned about Xbox’s placement within the console arena, Bond stated, “[it’s] about a whole ecosystem and a whole system where you can have every option you want depending on how you want to play.”