The strategy for Xbox moving forward will continue down the path of multiplatform focus, as Microsoft CEO Satya Nadella reportedly doubles down on this plan for the company’s gaming efforts.
For as long as the Xbox has existed, its platform strategy has always been about grabbing as many players as possible. Similar to Sony, similar to Nintendo. Sony has continually dominated the console space between it and Microsoft for current gen and past gen when it comes to sales. And its because of this perhaps, that Microsoft started working on a new development plan for how to approach gaming.
For a few years now, Microsoft has focused less on trying to lock players into Xbox, and more on simply letting players enjoy the games they love on whatever screen or device they choose to play them on. Now this isn’t the case with every single game under the Xbox umbrella. Some games, like Indiana Jones and The Great Circle, have remained on Xbox Series X|S in addition to Windows PCs. But they aren’t available on Sony’s PS5.
Many titles though are part of the ecosystem that makes up Microsoft’s “This is an Xbox” campaign. Which is powered largely by the Xbox Game Pass service that you can access on PC, Xbox consoles, mobile devices, handhelds, and even TVs. All of this is possible via cloud gaming. And it seems Microsoft aims to expand on this effort quite a bit in the future.
Microsoft CEO says the Xbox strategy is based on playing your games on all your devices
Speaking at the company’s annual shareholder meeting on December 10, Nadella comments on Microsoft’s plans and that he’s feeling good about where the company currently sits in the gaming market. “feeling, very, very good about where we are in gaming,” Nadella says.
In Nadella’s eyes, being an Xbox fan today is very different from what being an Xbox fan was 10 years ago. Noting that the company is “redefining what it means to be an Xbox fan.” It’s no longer about championing your favorite plastic game box. It’s about playing your favorite games anywhere. Whether that includes playing them on an actual Xbox or not.
Microsoft wants games to be enjoyed everywhere
“I think in [the] long-term, as a company, we can bring the best of the AI innovation, cloud innovation, console innovation, PC innovation to build the best games that can be enjoyed by gamers everywhere,” Nadella said during the meeting.
Nadella doesn’t give specifics. It’s clear, however, that this is part of Microsoft’s goal to expand on making games more accessible. Cloud innovation obviously refers to improvements being made to its cloud gaming feature in Xbox Game Pass Ultimate. What’s less clear is how players will access those games outside of it if not on a physical Xbox. Well, there’s always PC. That being said, it’s also possible that Nadella is referring to more Xbox games coming to other platforms.
The company has already done this with a small handful of games. However, there’s always room for more. Microsoft also still plans to release future Xbox consoles.
Microsoft CEO doubles down on Xbox multiplatform strategy
