Power On, Power Off
The Curious Death of Xbox
Over the past few months it has become common place to find piece after piece on the internet lamenting the seeming self-immolation of Microsoft-Xbox. Attempts at rebranding and re-invention seem to have fallen flat with Xbox executives all but giving up the ghost. Don Mattrick was the forerunner, a harbinger of the devastating future we are now living through. Seemingly, without a spark of guilt, the current executives have opened the flood gates diluting the Xbox brand. With any and every piece of technology being labelled an Xbox, nothing really is. The recent collaboration with Asus to produce the Xbox ROG Ally and Ally X has been met with a largely mixed reception. The handheld seems to have come pre-infected with rampancy as its base operating system often wants to take over. It is more of a Windows device than it is an Xbox. In spite of promises to the contrary by the beleaguered console manufacturer. With an already stacked deck in terms of knowledge and expertise, it is baffling that Microsoft didn’t emulate Valve by aiming to produce a proprietary console similar to the latter’s handheld. Custom software running on custom technology and at a reasonable price. The 360’s Red Ring of Death was the Halo that sainted the brand cementing Microsoft’s commitment to the gaming space. It is now naught more than a crown cast aside as this fallen king has absconded from the throne in pursuit of uncertain riches.
The 360’s Red Ring of Death was the Halo that sainted the brand…It is now naught more than a crown cast aside…
Microsoft’s current generation of consoles aren’t just great pieces of engineering, they are great pieces of hardware. Feature complete, well designed and aesthetically pleasing they do complement any gaming space they are allotted. Sadly, they have also become a monument to Microsoft’s failure and its abandonment of the consumer base. Digital Foundry, a leading gaming publication, recently pointed out that hardly do they ever receive any Xbox codes for multi-platform titles for analysis, review and comparison within the same time frame as the PlayStation codes. It does seem that developers have picked up on Microsoft’s apathy and chosen to predominantly focus on their Sony PlayStation counterpart. In fact, a cursory look at Metacritic will reveal that a majority of the reviews by gaming publications on video game titles are done on the PlayStation 5 with very few, if any, on the Xbox Series consoles. Perhaps this has helped created Xbox’s death spiral as savvy consumers prefer to buy titles on platforms where they have been tested on and by a large majority of the games media. In addition, Xbox executives have become arbiters of their own failure. In public, making what were once considered heretical proclamations about their abandonment of console exclusivity in pursuit of Multi-platform releases.
Microsoft didn’t lose the console wars. They simply chose not to participate.
Microsoft didn’t lose the console wars. They simply chose not to participate. Shifting into higher gears they are driving off into the horizon. Abandoning their Coalition Of Gamers in alleged pursuit of greater profits. Whether this gamble pays off remains to be seen. The purchase of Activision-Blizzard didn’t materialise much needed subscription growth via the wider offerings on Game Pass. Multi-platform releases have boosted profits as once Xbox exclusive titles nourish newer audiences. Rejuvenating sales of older titles on third party consoles while their own wither from a dearth of new releases. However, this has been to the detriment of the brand and in particular their console business. While these consoles are sold at a loss, mass manufacturing and mass adoption help mitigate the losses in the long run as the units turn anchor, hooking many a player to a particular platform, eventually generating profit from software sales overcoming any deficits. Lower sales equate to lower revenue which in turn leads to losses. Perhaps in a bid to negate these losses, Microsoft has now raised the prices of the Xbox consoles in their largest market. While the consoles themselves are brilliant propositions they are no longer worthy the price of admission especially since PlayStation has access to the same titles and is sold at a lower price point. Coupled with what appears to be a developer preference for Sony’s contender, would be consumers sauntering into the console market at this juncture are behoved to purchase a PlayStation unit. It is simply better value for money.
Microsoft’s acquisition spree was meant to bolster engagement with their subscription platform. In theory they could offer more games for one low monthly price. Unfortunately, the inclusion of Call Of Duty as a day one release didn’t bring in much needed subscriber growth. This seems to have prompted the restructuring of the Game Pass model with new tiers being created but at a much higher price point across all markets. This has been met with firm player resistance. Many now believing that Microsoft is simply abandoning the console space all together. While they have pushed back on these claims, consumer scepticism remains high. Xbox is now a brand in its death-throes.
Video companion piece here.
Images in order of appearance: Image by OpenClipart-Vectors from Pixabay; Image by Jo Justino from Pixabay