Ok, here is my thread on the Xbox Games Showcase and the future strategy for Xbox.
The showcase focused on three key areas:
- Xbox Games Studios: 9 of the 15 studios showcasing titles
- New titles: 5 new XGS, 4 new 3rd party
- Game Pass: All games on the service day 1
The showcase focused on three key areas:
- Xbox Games Studios: 9 of the 15 studios showcasing titles
- New titles: 5 new XGS, 4 new 3rd party
- Game Pass: All games on the service day 1
Three primary communication points for viewers:
- The Xbox Game Studios roadmap going into next gen
- The value of Xbox Game Pass as a service and entry point into the Xbox ecosystem
- Why Xbox should be seen as the best platform for gamers.
- The Xbox Game Studios roadmap going into next gen
- The value of Xbox Game Pass as a service and entry point into the Xbox ecosystem
- Why Xbox should be seen as the best platform for gamers.
Starting with the roadmap:
- Xbox has been building up internal studio capabilities for a few years to offer a variety of core experiences and increase value of Game Pass.
- Halo as the centerpiece + available at launch on Series X is a smart move, appeals to base + old fans.
- Xbox has been building up internal studio capabilities for a few years to offer a variety of core experiences and increase value of Game Pass.
- Halo as the centerpiece + available at launch on Series X is a smart move, appeals to base + old fans.
- Xbox has built out a strong roadmap but Halo will be the only major XGS title launching with Series X (XSX).
- New titles such as Everwild, Avowed, Forza, Fable & Hellblade 2 looked great, but we didn't see enough of them and there is no solid release dates for these titles.
- New titles such as Everwild, Avowed, Forza, Fable & Hellblade 2 looked great, but we didn't see enough of them and there is no solid release dates for these titles.
- In contrast, Sony very much focused on year 1 games, providing value to PS5 early adopters.
- XSX will certainly appeal to some early adopters - Halo fans, core console gamers and those who value a powerful console, but XSX is not being pitched as the only option for gamers.
- XSX will certainly appeal to some early adopters - Halo fans, core console gamers and those who value a powerful console, but XSX is not being pitched as the only option for gamers.
The emphasis was on the games being available on multiple platforms, and included via the Game Pass subscription.
It's part of Xbox's strategy to move beyond the box. Position games & services as its main product, with Series X being one of many entry points into this ecosystem.
It's part of Xbox's strategy to move beyond the box. Position games & services as its main product, with Series X being one of many entry points into this ecosystem.
Xbox has two goals:
1. Remove barriers to entry in the hardware space
2. Remove barriers to entry in the software and services space.
With the overall goal to grow the number of players in the Xbox ecosystem through multiple entry points and a range of connected services.
1. Remove barriers to entry in the hardware space
2. Remove barriers to entry in the software and services space.
With the overall goal to grow the number of players in the Xbox ecosystem through multiple entry points and a range of connected services.
1.
If you wanted to play Halo 3 in 2007 you had one option. Buy an Xbox 360 for $$$ and then the game for $$.
The strategy for next gen is to make games more accessible by increasing the number of platforms that Xbox games can be played on.
If you wanted to play Halo 3 in 2007 you had one option. Buy an Xbox 360 for $$$ and then the game for $$.
The strategy for next gen is to make games more accessible by increasing the number of platforms that Xbox games can be played on.
Entry points for new Xbox games include:
- Last gen consoles (XB1/XB1X)
- Next Gen Console (Rumored low end)
- Next Gen Console (High end XSX)
- Windows 10 / Steam (PC)
- Mobile / Tablet / Smart TV (Future via Cloud Gaming)
The choice to play new games where / how you want
- Last gen consoles (XB1/XB1X)
- Next Gen Console (Rumored low end)
- Next Gen Console (High end XSX)
- Windows 10 / Steam (PC)
- Mobile / Tablet / Smart TV (Future via Cloud Gaming)
The choice to play new games where / how you want
2. The 2nd aspect is removing barriers to entry in the software and services space.
Using Halo 3 again as an example. The only way to play this was to buy it for $60 (assuming you already spent $$$ on the 360), then subscribe to Xbox Live Gold assuming you want to play online.
Using Halo 3 again as an example. The only way to play this was to buy it for $60 (assuming you already spent $$$ on the 360), then subscribe to Xbox Live Gold assuming you want to play online.
A service like Game Pass Ultimate wraps ups various features into one monthly sub: Library of games incl. 1st party titles, Xbox Live Gold sub and xCloud support.
I don't want to repeat myself so here is my previous thread on this:
I don't want to repeat myself so here is my previous thread on this:
Game Pass: Low cost sub that includes 1st party and select partner content. Removes the need to pay $$ for many individual games.
+
Play Anywhere: Continue playing games on any Game Pass supported device.
+
xCloud: Play on any device at any time.
+
Play Anywhere: Continue playing games on any Game Pass supported device.
+
xCloud: Play on any device at any time.
Xbox ecosystem:
Multiple hardware entry points such as Console, PC or Mobile (via Cloud). Not to mention an all access sub makes consoles even more affordable.
One key services entry point via Game Pass, a low cost subscription which works across those devices mentioned above.
Multiple hardware entry points such as Console, PC or Mobile (via Cloud). Not to mention an all access sub makes consoles even more affordable.
One key services entry point via Game Pass, a low cost subscription which works across those devices mentioned above.
Ability to reach a larger player base through these entry points. Incl. new / lapsed gamers.
Increase engagement through access to more games + cross save / multi platform support.
Increase spend through ongoing subscriptions, MTX, 3rd party game sales tied to Xbox library.
Increase engagement through access to more games + cross save / multi platform support.
Increase spend through ongoing subscriptions, MTX, 3rd party game sales tied to Xbox library.
Xbox and PlayStation have two different strategies here.
PlayStation is focused on PS5 as the core product and entry point to its ecosystem.
Xbox is focused on content and services as the core product and entry point to its ecosystem.
PlayStation is focused on PS5 as the core product and entry point to its ecosystem.
Xbox is focused on content and services as the core product and entry point to its ecosystem.
Xbox will need to ensure it continues investing in its first party and partner studios so that Game Pass continues to provide value and can be extended to as many platforms as possible, positioned as the best entry point into AAA gaming on every device.
In summary:
- Xbox is starting to show how its investment into content is paying off, with notable titles set to release over the next few years.
- The Xbox Series X is the main hardware focus for this year, but its one of many entry points into the Xbox ecosystem.
- Xbox is starting to show how its investment into content is paying off, with notable titles set to release over the next few years.
- The Xbox Series X is the main hardware focus for this year, but its one of many entry points into the Xbox ecosystem.
- Game Pass is being positioned as the main entry point to the Xbox ecosystem, on console / PC and even via cloud.
- Goal is to remove barriers to entry for AAA gaming, reduce friction, reach a larger player base, drive higher engagement and grow overall spend.
- Goal is to remove barriers to entry for AAA gaming, reduce friction, reach a larger player base, drive higher engagement and grow overall spend.
