Head of Xbox and Microsoft Gaming Phil Spencer recently talked about the Xbox marketing campaign and the future of consoles. The company recently launched a campaign named ‘This is an Xbox’ showcasing various devices people can use to game, which garnered a mixed reaction from the community as they are worried about its future.
Addressing this in an interview with Rolling Stone, Phil Spencer clarified that the company isn’t abandoning the console, but rather expanding more into the market. Microsoft has already announced that instead of focusing on competing with other consoles, they are adopting a multiplatform strategy.
With the latest campaign, the company aims to provide a similar gaming experience across various devices. Microsoft has already started putting their exclusives on PlayStation and plans to continue on this route. This will likely drop the sale of the console, but that isn’t doing so well already.
“The console space all up isn’t growing, across all of them. We love those customers, but in terms of continuing to expand and grow Xbox, it’s about PC, it’s about cloud, ad it’s about making our games more available in more places,” Spencer said, talking about the harsh reality Xbox is facing.
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Xbox will make more consoles in future
Spencer reassured that the company will do more consoles in the future, but the fans should not expect them to do something like PS5 Pro. “We don’t need to do incremental hardware for our own benefit. Does a new device really give you a unique experience on screen in some way?”, he said.
Talking about diminishing returns, Spencer said a leap from the original Xbox to 360 was generational and players could feel the impact and qualify. However, this is hardly visible with the current consoles, which is true. Not many people will notice the subtle change in image quality, which is the reason why upscaling in games works.