While many people think Xbox’s biggest competition comes from PlayStation and Nintendo, Microsoft actually views movies and TikTok as its primary rivals.
Consoles are no longer Xbox’s biggest competition
In a recent interview with The New York Times, Matt Booty, who leads Xbox Game Studios, talked about the company’s plan to release some games on platforms other than Xbox. He specifically mentioned the upcoming release of Halo: Combat Evolved on PlayStation, marking the first time a Halo game will be available on that system.
According to Booty, gamers aren’t as loyal to specific gaming devices as they used to be. This shift has led to much more competition for Xbox.
We’re trying to connect with people based on their current interests. These days, we’re not just competing with other gaming consoles – we’re up against all forms of entertainment, like TikTok and movies.
His comments sparked a lot of discussion online. Mike Ybarra, a former executive at both Blizzard and Xbox, was among those who responded, recently voicing criticism of Microsoft’s latest marketing effort.
Xbox should stop talking.
Christopher Dring, co-founder of The Game Business, made a playful comment about the situation on X (formerly Twitter). He joked that Xbox hasn’t switched to being a third-party developer, but rather PlayStation has become like Xbox. GameStop also acknowledged the changing landscape by announcing the end of the “Console War.”
However, Daniel Ahmad, who analyzes the gaming market for Niko Partners, considered Booty’s comments more thoughtfully.
It’s not wrong to say this, considering most gamers don’t start with consoles anymore. However, Xbox hasn’t focused enough on its console business, and it hasn’t yet created a strong Xbox experience across mobile, PC, and cloud gaming. That’s why we’re seeing Xbox games appearing on the PlayStation 5.
Xbox has been increasingly focused on releasing games on multiple platforms, largely to promote its Game Pass service. This has led to several Xbox titles, like Indiana Jones and the Great Circle, Forza Horizon 5, and Gears of War: Reloaded, becoming available on competitor consoles. Some industry experts believe that focusing on exclusive games is no longer practical, as game development costs continue to rise dramatically.
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2025-10-27 13:33