June 15th 2024.
I had the pleasure of watching the Xbox Games Showcase on Sunday and I must say, I was thoroughly impressed. It's safe to say that any reasonable person would agree with me. Comparing it to other recent events such as the State of Play or Summer Game Fest, it was in a league of its own with exciting game announcements. It felt like a blast from the past, a throwback to the E3 events of the past decade, but with the added twist of having all the surprises already revealed beforehand - but that's just the reality of modern internet culture.
As many have pointed out, Microsoft wasn't always the best at these types of events. This was mostly due to a lack of strong game titles, but also because their presentations tended to drag on with excessive stage time for their less-than-likable executives. However, it's clear that they have improved greatly over time.
But upon further reflection, I couldn't help but feel that they haven't really evolved much. Despite a few more Western role-playing games in their lineup, they still heavily rely on the "Shooter Box" image, with the first, last, and even a 30-minute special preview dedicated to shooters. Of course, there was also the surprise announcement of Perfect Dark.
It seems that there is a certain mindset at Xbox that refuses to learn from past mistakes. They are determined to prove that their approach to gaming can work, always believing that the next time will be different if they just keep doing the same thing over and over again. It's like the famous quote about the definition of insanity.
Microsoft has always avoided copying the strategies of Japanese companies like Sony and Nintendo, but they have slowly found themselves drifting towards that direction. As a result, they are now a few years behind their competitors in terms of their approach to gaming. Xbox may excel at showcases now, but Sony has already given up on them.
Xbox is now focusing on narrative-based games and role-playing titles, while Sony is moving away from them. I'm not criticizing Xbox, just observing. But it's worth noting that there wasn't a single live service game featured at the Xbox Games Showcase. It was reminiscent of a Sony event from a decade ago.
Despite the heavy shooter lineup, I would still choose Xbox's lineup for my personal preference. But from a business perspective, is Sony not more likely to know what they're doing? If Nintendo announces the Switch 2 with a bunch of live service games, we will definitely see which way the wind is blowing.
Everything Xbox does seems to be a few years behind what someone else has already done. This can't be healthy for the company. And now, their big idea is to copy the Nintendo Switch and the upcoming Steam Deck. But by the time the Switch 2 is released with new ideas, Xbox will once again be playing catch-up.
The only time Xbox was able to break away from this pattern was during the Xbox 360 generation. Even though the PlayStation 3 outsold the Xbox 360, it was clear that Xbox was leading the way with their push for online gaming, digital downloads, and achievements. The Xbox 360 not only had great games, but it also brought new ideas that revolutionized the industry.
It's been a long time since Xbox has been in that position, with the exception of their backwards compatibility feature which was likely implemented because they had no new games to offer at the time. They need more of these innovative ideas. Instead of just copying what's popular now, they should focus on creating something new and fresh. With the lengthy development process in gaming, by the time they catch up, their ideas may already be outdated.
Xbox still has the potential to make a significant impact in the gaming industry, especially with Sony's current lack of activity. But if they want to be a market leader, they need to take charge and lead the way, instead of constantly playing catch-up. So what should be Phil Spencer's next move? Only time will tell.
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