It's no secret: a few years ago, Phil Spencer half-heartedly admitted that he wanted to see the Xbox Game Pass on as many platforms as possible, even coming close to confirming that the Xbox Series was finally no longer that important. Today, this strategy has never been so confirmed and developed, whether through a less exclusive edition – we have seen the arrival of Sea of Thieves, Hi-Fi Rush or Penment on PS5 and/or Switch; Indiana Jones and the Elder Circle or Doom : The Dark Ages will also arrive at Sony in the future – or simply from the expansion of the Game Pass and cloud gaming everywhere. It has even become the real spearhead of marketing at Xbox.
In a series of new advertisements, Microsoft would therefore like to point out that the Xbox is no longer a home console: it is in reality any device that has an internet connection and Game Pass. Thanks to cloud gaming, which allows you to play all the titles in the catalog in streaming without having to download anything (you can even play your own games, without them being in Game Pass), an Xbox is also “a Samsung TV”and “Samsung phone” et “a laptop”. For Microsoft, a smart TV is therefore “an Xbox that goes on a wall”a TV remote control “contains within it an Xbox”a Meta Quest “is an Xbox that you wear on your head” while an Xbox Series is, obviously, “always an Xbox.”
With these posters, the Redmond firm is more than ever part of a policy of versatility and accessibility; in pure publishing too, and less in a constructor role. And even though there are about half as many Xbox Series sold as PS5s, the company is not throwing in the towel and confirmed just yesterday that a portable Xbox was indeed in design, although it won't happen for several years. Leaks also suggested a new console in 2028, mixing native gaming and cloud gaming technology: in short, Xbox is still there… and does not hesitate to cross the boundaries of exclusivity to make it known.
In an interview with Rolling Stone, Phil Spencer confirmed that Microsoft will “ will definitely produce other consoles in the future, as well as other devices “, even if he notes that the growth prospects are not found on consoles. “ The entire console market is not growing, for all brands. We love these customers, but to continue to expand and grow Xbox, that means PC, the cloud, and making our games accessible in more places. »
