Until Xbox can get AAA studios and exciting indies to organically support 'Xbox Play Anywhere,' Microsoft's current gaming strategy will not pay off

Gabe Szabo

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Jul 28, 2017
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One point I think many seem to miss is that Play Anywhere, or rather, cross-buy, is the enemy of the huge publisher. It essentially takes money out of the pocket of the publisher, because users don't "double (triple etc.) dip". Is GTA 6 going to support Play Anywhere? Obviously not. It would make them losses in the millions, maybe even billions.

Play Anywhere is very consumer-friendly. Read: it makes consumers spend less. Publishers hate it. That's why Microsoft has to money-hat games supporting it.

Currently, it only makes sense for the scenarios where publishers think the consumer would probably not want to buy another version on PC, or that giving away a Microsoft Store Windows version of the game doesn't prevent them from buying the game on other PC storefronts.
 

fatpunkslim

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Feb 3, 2024
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Such nonsense. Their current gaming strategy seems to be doing just fine. Journalism truly is dead in the gaming community.
Exactly!

The first nonsense is saying "Without exclusive games." I don’t know where he got the idea that Xbox has no exclusives when I can count dozens, and several exclusive games are about to be released, like Avowed or South of Midnight, just to name a few. Even if they port some old games to other platforms, their production of new games, their case-by-case strategy, and their timed exclusivity approach ensure they will always have an edge. Xbox players will always have a solid lineup of exclusive games, and when it comes to timed exclusives, they will always have the advantage of playing them first.

If he's talking about the future, what timeline is he referring to? Two generations from now? Why speak about it as if it’s happening now? I bet that in two years, he will still be saying the same thing while Xbox continues to make exclusive games. I’m willing to bet him one Bitcoin if he wants.

Second nonsense:​

When he talks about the "This is an Xbox" campaign, he speculates (once again, his favorite sport) that the end of this campaign is a sign of a lack of conviction. By definition, an advertising campaign has a start and an end. Almost everyone has heard about it, it has been widely covered, so the campaign achieved its goal. Why continue if the message has already been heard?

Third nonsense:​

When he says "Xbox taking the focus off hardware more than ever," while Xbox was the first to announce the next generation of consoles with a significant technological leap. And I’m not even talking about the ridiculous speculations about the end of Xbox and other nonsense.

And I’ll stop here because reading him is exhausting—it’s always the same with him. He’s probably the biggest reason for the doom and gloom around Xbox, even though Xbox is doing just fine. But because of people like him, Xbox consoles don’t sell better.

He has serious psychological issues—he’s always in panic mode, turns speculations into present facts, confuses past, present, and future, and makes wild mental associations that ultimately make no sense.
 

fjtorres5591

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May 16, 2023
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Plays Anywhere has several purposes for Microsoft that don't necessarily matter for the publishers In the way the OP thinks. And there might be hidden benefits.

First, it distinguishes the Microsoft store from Steam for consumers. Lower fees already distinguish it for publishers. When you're a distant second distribution channel visibility matters more that just raw revenues.

Two, it supports the adoption of cloud gaming. XCloud streams the XBOX version of PC games and, realistically, double-dipping is rare. Most gamers will buy and play just one version. This is particularly true with one-and-done games. There is little lost revenue to the publisher that might just be compensated by the lower store fees. Until we see meaningful numbers on double dipping the downside to Plays Anywhere is just speculation.

Third, it paves the way to a Windows game-compatible console generation. Self-explanatory, right? If the next generation XBOX is compatible with Windows games, consumers will be able to play the native Windows version instead of relying on backwards compatibility. And this in turn frees MS from being locked in to AMD in designing the NEXTBOX. This has multiple benefits to MS but the biggest is they can hold auditions for the hardware and look for the best mix of capabilities and cost.

Spencer has already said he wants a bigger difference between XBOX and PlayStation. That is a strong hint that he is not happy with AMD. The dirty secret of this generation is that while MS waited on AMD to finalize RDNA to implement the full spec, Sony went with a subset of the spec that discouraged developers from truly optimizing for ANANCONDA and LOCKHART which is why some developers have trouble with Series X and why few games fully exploit SeriesX. Implementing full RDNA raised to cost of the SOCs with little benefit in return.

Much like the way MS pivoted away from Intel and NVIDIA off-the-shelf components in the original XBOX to licensing tech for proprietary SOCs, they may look to license tech from Intel (no longer so high and mighty) and/or NVIDIA without worrying too much about backwards compatibility.

The advantages? Intel CPUs are generally less power hungry than AMDs.
Their newer NPUs seem somewhat better than AMDs.
Their GPUs and XESS are also looking pretty good these days.

Now, MS ditched NVIDIA way back when because they needed to cost reduce the SOC over time and NVIDIA was not open to licensing. Things are different now. NVIDIA AI graphics are looking to be years ahead of AMD (as much as 5 years according to DF pixel pimpers) and they are manufacturing capacity constrained so they might welcome a deal that brings in revenue, doesn't eat into their manufacturing allocations, and expands the value of their graphics IP to developers by getting it into consoles and handhelds that so far are an AMD stronghold. And since the console market can no longer rely on price cuts to goose sales in the out years a fixed generation-long royalty may not be a deal breaker.

Bottom line, making player libraries include windows versions of games, Play Anywhere future proofs gamers and MS while costing the publisher little if anything.

We just need to remember that the MS store (reportedly) charges as little as 12% instead of 30%, even to the major publishers. Until we see double-dipping numbers above, say 10%, there appears to be little downside to publishers now that games can be PURCHASED FOR XCLOUD instead of having to be in GAME PASS. A whole new market that doesn't require added hardware costs.

Actual math might get complicated but odds are that Plays Anywhere is a win-win-win. Just another break from the ossified old ways.
 
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Papictu

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Apr 5, 2024
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I think the Xbox platform is in the worst moment of its history, I don't know what they are supposed to want to achieve, or even care about the platform anymore, but I'm tired of this scenario: present of incompetence, future of promises.
 

CadErik

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Feb 6, 2015
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I would be shocked if Steam publishing agreement doesn't include an exclusivity clause for PC/Windows platforms and be the real cause of all of this. But definitely disappointed not to have KCD2 with Play Anywhere. I like my series X but it slowly feels like having my games inside a Steam library has more value.
 

fjtorres5591

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May 16, 2023
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I think the Xbox platform is in the worst moment of its history, I don't know what they are supposed to want to achieve, or even care about the platform anymore, but I'm tired of this scenario: present of incompetence, future of promises.
What's your yardstick?
Inquiring minds want to know.
 

Papictu

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Apr 5, 2024
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What's your yardstick?
Inquiring minds want to know.
I don't really know, I've been playing on Xbox since Xbox 360, more than 20 years, it's a long time, I've created here all my game library, I have here all my achievements... practically my gaming life is on Xbox, to see the platform having so little success and making decisions that sink it more affects me somehow.

With Xbox One I already started to have some doubts, I think the support from developers started to be a problem, many games were not released on Xbox or it was very late (we already know the situation in Japan), but even with this situation I think I was comfortable, the exclusives of the platform compensated this situation, I felt that it still made sense to play on Xbox.

But today, assuming that Xbox is no longer going to have its own exclusive games that bring value and with the problem of developer support still very present, many games are not coming or are coming late, I don't see the point in continuing to bet on Xbox, and if people start to not use the Xbox platform, then even less games will be released on Xbox.

That's why I think the Xbox platform, with hardware sales shattered and not seeing significant growth on PC/cloud, is at its worst moment.

Clarify that I'm talking about the platform, not the software or games, which I think in terms of studios and own developments Xbox is better than ever.
 

fjtorres5591

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May 16, 2023
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But today, assuming that Xbox is no longer going to have its own exclusive games that bring value and with the problem of developer support still very present, many games are not coming or are coming late, I don't see the point in continuing to bet on Xbox, and if people start to not use the Xbox platform, then even less games will be released on Xbox.

That's why I think the Xbox platform, with hardware sales shattered and not seeing significant growth on PC/cloud, is at its worst moment.

Clarify that I'm talking about the platform, not the software or games, which I think in terms of studios and own developments Xbox is better than ever.
That is one big assumption you have there.

Especially since since barely a week ago Mr Spencer clearly stated the XBOX platform would *still* have exclusives. And it is not a matter of interpretation, online "insider" rumor, or pundit projection. A corporate executive bound to state the literal truth under threat of SEC intervention said it in no uncertain terms.

Now, he might have been referring to time limited exclusives (like DEATH STRANDING, GHOSTWIRE TOYKO, FINAL FANTASY 16, ETC) but those count too. As of today, AVOWED is exclusive with no announced plan to change that, STARFIELD, the object of much pining is still console exclusive after 18 months and one DLC plus hundreds of mods, free and paid (which means it is a live service game), SOUTH OF MIDNIGHT was just featured along with 4 other multiplatform games, as an exclusive. And HELLBLADE 2, a sequel to a multiplatform game is still exclusive after a year. Still coming are FABLE and PERFECT DARK. When? Depends on GTA VI because between that and the next COD the second half of the year will be murder on other releases. Which is MS is front loading their exclusives.

Try this: what previously exclusive games has XBOX been sending to SONY? (which seems to be what is causing all this panic among the fen)

Well, HI FI RUSH, which "sold so well" MS divested the studio and gave away the IP.
SEA OF THIEVES, a (then) six year old live service game,
GROUNDED, a three year old online coop game, and PENTIMENT a very niche labor of love of (apparently) limited appeal.
Four experiments, different kinds of games, to see what appealed to the other platform's gamers.

SEA OF THIEVES sold very well, a million the first year and is regularly in the top most played games over there. Still raking it in, just like on PC and XBOX.

HI FI RUSH sold as well as on XBOX. Not very. Validating the divestiture and serving as a caution to take game media critic recommendation with a grain of salt.

GROUNDED and PENTIMENT seem to have done okay at launch but didn't exactly set the world on fire.

Lessons learned?
Some games will travel, some will not.
What travels best seems to be time sink live service games. Which on that platform consume 70% of gamers engagement (and money) according to published reports from CIRCANA data. Of which only one isn't on XBOX.

So what else is MS sending over?
FORZA HORIZON (not MOTORSPORT) a four year old live service game.
AGE OF EMPIRES II DEFINITIVE EDITION, an update of a 26 year old live service time sink, and AGE OF MYTHOLOGY RETOLD, an update to the 23 year old game.

Anything else?
Well, OUTER WORLDS 2, the sequel for a multiplatform game from before MS bought OBSIDIAN. Which falls in with CALL OF DUTY, DOOM, and dozens of games that have always been multiplatform. Which Mr Spencer said would remain multiplatform because MS is not interested in taking away games from anybody. (what? And give up the money?)

Now there is a lot of pining and wishful thinking from speculators and (to be blunt, shills and click baiters) about more XBOX games moving. And they might. Or they might not. There is no official announcement and until there is all we have is,Mr Spencer's words. Unless he is a liar and stock manipulator we have to accept that:

Some games will go to other platforms.
Some will remain exclusive.
XBOX will still make hardware and they intend it to be the preferred platform for their games.
And GAME PASS, which is the most exclusive of exclusives, is still adding subscribers, of which two thirds were on console in 2023. Best guess 34 Million.
MS is big outfit. They can do two things at once, build exclusives alongside multiplatform. They always have regardless what the FUDers claim.

(And if you go back to the 360 days you may remember VIVA PIÑATA going to NINTENDO. As did GOLDENEYE recently. Back in the day, MS made games for ATARI and COMMODORE and APPLE. as well as for PC.)

So no, the 5 year old boxes aren't moving fast in what may be their last year before the nextbox is introduced. And sales have fallen short of the 360 era because of the pandemic supply chain issues and, to be blunt, MS diverting chips to build out the cloud servers, to fortify the platform.

As to developer support, who do you see walking away from XBOX?

What I see is developers who took SONY'S money to stay off XBOX finding sales falling short (SQUARE ENIX gave away studios because they couldn't afford to keep them while they developed new games) and are even buying back publishing rights from SONY to take their games to XBOX.

Remember when the PERSONA games were PlayStation only?
Final Fantasy?
Now they not only come to XBOX, they show up on GAME PASS. Some on day one.

The competition? Those fabled exclusives that are supposed to sell hardware? recent ones don't even sell to 8% of their installed base.
The much hyped GOTY didn't even reach 3%.
So yes, they have a lot of boxes but most of the time they are playing multiplatform games also on XBOX and in fact, they are playing games owned by Microsoft. 7 now, 10 by summer. And only one isn't on XBOX.

Numbers leaked recently show that while Playstation in 2023 grossed more than XBOX they made *less* net? And thst was XBOX without ABK.
Not leaked, but officially reported, their profit margin was 5% in FY24 and FY25 is running at 4%, like a supermarket? EA is 14%, ABK alone was 17%, and XBOX without ABK was 12%. XBOX isn't dying.

Neither is Sony but they have serious cash flow problems. Which is why they're consolidating back end units and closing studios.
After pivoting to live service games and targeting 12 by 2026 they've cancelled 8? And only one looks to be out by next year. So don't expect things to change for at least 4 years as they recently promised to deliver *one* first party exclusive every year.

XBOX is currently at three and has been targeting 4 a year from their 100 studios.
That is in addition to their dozen ongoing live service games (with at least two more coming) and cadre of multiplayer franchises and the billion dollars a year to bring third party games to GAME PASS, often on day one (like SNIPER ELITE, ETERNAL STRANDS, EXPEDITION 33, and NINJA GAIDEN). They're rolling in dough and investing it to grow the platform.

If you aren't comfortable on XBOX you can move. You should. It's your right.

But don't say the platform is dying.
It is not. It is evolving and getting stronger. That includes the hardware. Expect 3 models, at least, next time.
Putting games on other hardware isn't a sign of weakness but of strength, sucking money out of the competition's installed base when they are at the weakest and closing studios because they can't afford to keep them open. Because the old XBOX games are better than what their gamers are getting and not buying.

There is a lot of FUD being spread out there by people who see the industry changing, long held assumptions collapsing, and MICROSOFT not only prospering from the changes, but encouraging them. Because they saw them coming, prepared for them, and are working to lap the competition.

If you can, wait a year until you see what the NEXTXBOX is like.
One thing it won't be is 10% better costing $900.

Going by the veiled hints and statements from the people whose neck is on the line it will be a lot more like the original XBOX. Worth waiting for.
 
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Jun 24, 2023
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I'd day Xbox Play Anywhere consistently supports my favorite games so I'm gucci. Every Atlus and RGG game on release has it and Metaphor and Like a Dragon Infinite Wealth were in my top most played games in my Xbox recap for a reason.

One point I think many seem to miss is that Play Anywhere, or rather, cross-buy, is the enemy of the huge publisher. It essentially takes money out of the pocket of the publisher, because users don't "double (triple etc.) dip". Is GTA 6 going to support Play Anywhere? Obviously not. It would make them losses in the millions, maybe even billions.

Play Anywhere is very consumer-friendly. Read: it makes consumers spend less. Publishers hate it. That's why Microsoft has to money-hat games supporting it.

Currently, it only makes sense for the scenarios where publishers think the consumer would probably not want to buy another version on PC, or that giving away a Microsoft Store Windows version of the game doesn't prevent them from buying the game on other PC storefronts.
This is a big one, but not a problem that can't be addressed. There's a lot you could do to shift this narrative.

1) Xbox needs a more attractive PC storefront to consumers and developers. This is a most. One of the current biggest issues is that there's little point to build a version of the game for a storefront, no one actually buys from.

2) Xbox needs to deliver tools that make it more seamless and less expensive in time and resources to build Xbox Play Anywhere games. It should be the easiest process in the world for anyone who builds a game for Xbox to also make that game Xbox Play Anywhere.

3) Xbox needs data to show increased engagement. With how expensive gaming is as an entertainment hobby, I don't expect that many people are double or triple dipping. Like using GTA VI as an example, I don't imagine a gaming PC rig that can run GTA VI well will be cheap. I'd be surprised if double dipping represented even 10% of total game sales. Even then, realistically whose playing both versions of said game on different platforms? If Microsoft can present data that gamers who buy an Xbox Play Anywhere version of a game are spending more time in that game across platforms and spending more on Microtransactions, then it'd look a lot more beneficial to the big publishers. Like GTA VI is 100% a game where the base price will net Take Two less money than the Microtransactions. A single gamer paying $70 for the game twice (Xbox and PC) will be less valuable to them than a single user paying $70 once, spending more time in that game, and buying more Microtransactions on average than the aforementioned double dipper.

4) There's already a very simple and easy financial incentive. They just need to implement it. On the Microsoft Store/Xbox launcher on PC Microsoft only takes a 12% cut (in an attempt to match epic wherein both of them wanted to seem more attractive than Steam). What Microsoft should do is raise that to 15% (so this makes a little more sense) and add an incentive that any game which has Xbox Play Anywhere will benefit from the PC storefront sales split (which would be a pretty significant difference). This would also make Xbox the most financially lucrative console for publishers that take advantage of Xbox Play Anywhere, so it'd help them on both the console and PC side.
 
Jun 24, 2023
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I don't really know, I've been playing on Xbox since Xbox 360, more than 20 years, it's a long time, I've created here all my game library, I have here all my achievements... practically my gaming life is on Xbox, to see the platform having so little success and making decisions that sink it more affects me somehow.

With Xbox One I already started to have some doubts, I think the support from developers started to be a problem, many games were not released on Xbox or it was very late (we already know the situation in Japan), but even with this situation I think I was comfortable, the exclusives of the platform compensated this situation, I felt that it still made sense to play on Xbox.

But today, assuming that Xbox is no longer going to have its own exclusive games that bring value and with the problem of developer support still very present, many games are not coming or are coming late, I don't see the point in continuing to bet on Xbox, and if people start to not use the Xbox platform, then even less games will be released on Xbox.

That's why I think the Xbox platform, with hardware sales shattered and not seeing significant growth on PC/cloud, is at its worst moment.

Clarify that I'm talking about the platform, not the software or games, which I think in terms of studios and own developments Xbox is better than ever.
There's a really good longer answer to this, but I'll say that simply as someone whose first personal console was the Xbox 360 (before that it was all "family" consoles), I don't get the desire to go back to those days. If the complaint is Xbox having no games and third parties skipping the console, those were both far bigger issues back in the 360 era. Back then I HAD to buy a Playstation not for their first party exclusives, but because virtually every Japanese game and even some western games straight skipped Xbox. This remained an issue early in the Xbox One era. It has now gone away with Xbox having more third party support than ever. On top of that Xbox is the only console with native backwards compatibility, so I think take advantage of a lot of the best hits from the Xbox 360 era. Xbox Play Anywhere also gives me the freedom over my library I dreamed of as a kid. Xbox Game Pass is the gold standard of gaming subscriptions even post price hike and Xbox has more first party games to support it than ever. Even during the 360 era... they didn't have that many exclusives. Especially not first party exclusives. And then oddly enough games like Ms Flight Sim and AOE weren't on Xbox at all despite being Microsoft first party. It got REALLY bad during the one era when they sold off or closed all their studios. Before 2018 they had literally 5 in house game studios. In terms of exclusives, Playstation has lost more than Xbox due to most on PS having always been third party. Xbox might be giving a handful away, but Playstation isn't even making a lot anymore due to their margins and other issues. I also wouldn't worry about console sales. There's a hyper fixation on year over year or comparisons to PS which has always outsold the Xbox (the only exception being the start of the 360 when the PS3 launched at an insane $600). In reality console sales are at about 25 to 30m in four years which is perfectly mediocre. Failing hardware looks like the WiiU which only sold 13 million in 5 years. In spite of mediocre performance, Xbox revenue grew to a new peak in 2021 (before their aquistions) of 15 to 16 billion and now post the biggest gaming aquistions they're over 20 billion.

The Xbox platform is struggling to grow as much as it wants to, but is more than fine. In the console space we're mostly seeing upgrades slow due to not much reason to upgrade this gen with increased cross gen support, cloud won't take off significantly until internet infrastructure improves, and PC well that requires Microsoft to more properly try with their Xbox experience on PC (which supposedly they are pushing to this year). Despite all of that, Xbox has been doing better than ever since 2021, and they've been providing consistently more value to their consumers since like 2017 and every year after.
 

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