A gaming industry expert has argued that Xbox is taking a "different approach" compared to its competitors, with this trend expected to continue through 2025 and beyond.
Microsoft’s gaming division has been focusing on providing its players with the best subscription service, primarily through Game Pass, available across various platforms. This strategy contrasts with the approaches of rivals PlayStation and Nintendo, who concentrate more on hardware and game sales.
While forecasts suggest that Xbox may fall behind in terms of console popularity, potentially securing third place behind the PS5 and Switch 2 this year, George Osborn believes Xbox is relatively unconcerned about this outcome.
Osborn, the creator of Video Games Industry Memo and managing director of Half-Space Consulting, has 15 years of industry experience and studied at the University of Cambridge. Speaking to indy100, he predicted that Xbox would continue its shift from a traditional console platform to a broader content platform.
"More broadly, forecasts suggest that the Switch 2 will push PlayStation or Xbox into a distant third place in terms of sales, but I believe Xbox is relaxed about that," he stated.
Even towards the end of last year and into this year, Xbox has been running its "This Is an Xbox" campaign, promoting the idea that Xbox can be accessed through smartphones, PCs, Fire TV sticks, and more.
"Microsoft is playing a different game compared to its competitors and will continue to pursue this approach through 2025. They’re focusing less on the device and more on providing access to Game Pass, and they’ll keep doubling down on this strategy," Osborn explained.
While several major Xbox games, such as Gears of War: E-Day, Doom: The Dark Ages, and Fable, have been announced but lack specific release dates, Osborn attributes this to Xbox’s emphasis on Game Pass. He pointed to the delayed release of Avowed as an example, noting that although the game was ready for launch last autumn, it was pushed back to February to avoid clashing with other major titles like Call of Duty.
“This shifting release schedule allows Xbox to take their time and launch games when they’re ready, without the pressure of a fixed release date. Since they rely on subscription income, there's less urgency to recoup costs immediately,” Osborn explained.
He further observed that Xbox's flexible release strategy reflects the company’s overall direction, prioritizing long-term content delivery over traditional sales cycles.
Osborn’s Video Games Industry Memo is released every Thursday, and he is currently working on his debut non-fiction book, Power Play, which explores how video games are shaping the world.
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