So come at for the following, but this is what I think.
With the recent discussions about exclusivity, the reasons for
Xbox's lack of sucess has been mainly in my view that their 1st party games have been good enough to play on a system you own already, but simply havent been good enough to buy a system for in the eyes of most.
I think the lack of significant impact on xbox system sales from something like Starfield in combination with the fact the xbox games released on ps5 have sold well so far proves that.
Good enough to buy and play on a system they own - but not good enough to buy a new system for.
And even though I enjoy the playstation more, clearly, I do like some xbox stuff, love the 1st 3 Gears games, haven't tried the last few xbox made entries, and I understand the Forza Horizon series is really good, probably xbox's best system seller right now. Of course there's COD, I'm not much into it personally anymore though.
So Xbox, get your studio management together and crank out games good enough to make people want to buy system to play them, and incentivize it by not releasing your games on other systems.
And stop giving your big games away day one as well.
No company got big success in this market NOT doing these things.
And you're a gigantic fucking company, if you can afford to blow 70B on Activision for Phil's career moment, you can afford to figure out how to subsidize this fucking thing and make it affordable.
Oh one more thing: Tell your exec's to SHUT THE FUCK UP for 5 minutes please. Just do your jobs, keep busy until you have something really meaningful to share and do so.
But we dont an interview, x post or whatever for whatever random thought floats through your heads at work, thanks.
It's one thing I like more about the nintendo/sony exec is that they dont yap nearly as much lol.
Not that they dont have stupid exec's as well, i will celebrate when Hulst is fired lol.
Interesting perspective. A couple of things that stand out (long essay ahead):
1) Exclusives absolutely matter, but it's more than just about a game being exclusive. Think about games like Horizon or Ratchet & Clank on PS5. If you ported those games to Xbox, will the
experience be the same? The controller features alone guarantee that the Xbox version would be noticeably lacking in comparison.
It's really important for people to remember that Xbox
did have exclusives for years. And some of those exclusives weren't terrible. But due to a lack of innovation elsewhere (e.g., console features, controller features, OS features) buying an Xbox was still undesirable for the mass market.
When Phil Spencer said they lost the worst generation possible, he didn't tell the full story on
why they lost. It wasn't just a lack of killer games or digital libraries or Don Mattrick fumbling his PowerPoint presentation. Sony successfully avoided a repeat of the PS3 launch, and they did it by focusing on innovation(s) all-throughout the PS4 business — the console was affordable and easy to develop for, the controller had a lightbar and touchpad, the Share features instantly made the console more social, exclusives (like GoW) literally played different than they ever had before, they said fuck it here's a VR headset as well, etc. Meanwhile, the XB1 was weaker than the PS4 but cost more money, the XB1 controller was a reskin of the 360 controller, the main OS feature was the ability to play old games you've already played, they did nothing remarkable with Achievements, the list goes on. Anyone who claims Titanfall 1 or Sunset Overdrive were trash and that's why the platform completely tanked is missing the bigger picture.
Xbox failed and continues to fail because most of their ideas are still rooted in things that the mass market does not want.
2) Studio management alone won't change a lot of the perception(s) around Xbox IP. The elephant in the room is most of Xbox's core IP aren't creatively interesting. Halo, Gears, Crackdown, mainline Forza — all of these games stopped setting the world on fire because a bunch of other games (from other studios) just did the shoot shoot bang bang vroom vrooooooooom better. Fable sorta looks interesting and FH is still
fine, but Xbox's core IP isn't radically changing what it is.
Contrast that to what Nintendo did with Zelda and what Sony (masterfully) did with GoW. Old IP that radically changed what they were. And guess what happened? 25M+ sales of each. On top of that, both Nintendo and Sony introduced new IP. When was the last time 343i/Halo Studios or The Coalition had a brand new IP greenlit? Sucker Punch, Guerrilla, Naughty Dog, The Order, Bloodborne, Ring Fit from EPD, Labo, etc. Playing it safe and giving people "comfort food" is fine
if it works. In Xbox's case, it's
not working and they're still playing it safe. Even if stuff like Everwild and Contraband weren't looking like the next 20M+ sellers, taking a creatively degenerative approach towards your overall game development is just not a winning strategy.
3) The reason they continue to release ActiBlizz and Bethesda games on PlayStation is because the audience is on PlayStation. Liars like Jez Corden, Destin Legarie, and Parris Lilly have successfully tricked people into believing that the multi-platform push was just cause of a 30% profit target from Microsoft. In reality, whenever we get to see the (platform) sales splits for those games, it's usually 70/80/90% in favor of PlayStation.
Not a single business-literate executive can consistently ignore 70/80/90% of their product audience. For example, if COD sells 30M units and over 20M of those sales come from PlayStation, it's pretty much career suicide if you decide to stop putting that game on PlayStation. The same applies to everything else. So it's really important to understand that if Asha Sharma decides to stop putting games on PlayStation, then the Xbox business is going to be deeper in the red. They're already 80-something billion spent with zero meaningful return, and I strongly doubt both their CEO and CFO want to add another 10-20 billion onto that burning pile of cash.
4) The reason their execs rarely shut the fuck up is because (and this is just my dumb theory) most of them truly can't offer much else other than words of encouragement and hope and legal lies. They can't do what Mark Cerny can do, what Miyamoto can do, what Kojima can do, etc. They're mostly suits with zero background in game development, so guess what? They have to consistently justify their massive paychecks by doing interview after interview, talking in circles, overpromising as usual. Hell, for as much as Hulst is dropping the ball on live-service, he's still capable of offering significantly better insights into game development than 99% of his 'peers.'
Furthermore, Xbox has someone in their ranks who has yet to figure out why both Sony and Nintendo rarely (if ever) jump into the laps of their hardcore supporters. Someone at Xbox is still measurably confused about brand touchpoints, social media impressions, influencers, you name it. I'm guessing it's someone who genuinely believes it's a net positive for Xbox execs to foster parasocial relationships. I don't want to sound mean, but there's
clearly someone in their PR team who has an undercooked understanding of how those relationships
actually come across.
There's a massive difference between a casual supporter and a serial stalker, and someone at Xbox truly believes-in and supports the latter. I won't say his name (it rhymes with DimCog), but there's a guy on X/Twitter that I 100% believe has already made it onto multiple FBI lists. It's disturbing behavior that's actively encouraged by Xbox because they still don't see the wider consequences of shacking up with people who (I shit you not) are zooming into the background of an execs bedroom to figure out if there's a hidden message.