The current positioning of Xbox in the game market is interesting and, through its outreach strategy, “everything can be Xbox”, it has positioned itself as an all-powerful game platform, not just as a host market, but also as an effective competition for video platforms such as TikTok, in an attempt to expand its operations to all areas of entertainment. As Microsoft pursues a third-party strategy, this strategy is further deepened by the landing on the PS5 platform of monolithic works, such as the Halo Ring, the Extreme Speed, the War Machine. The CEO of the Xbox Games Studio, Matt Botty, explained that the company no longer viewed PlayStation as the only rival.
The game industry still accounts for a small share of the large entertainment industry, and it may be an adventure for Xbox to move so radically to compete with the pluriple entertainment giants. According to Matt Butti, the platform is working towards the vision of “the player is where it is”. From the smart TV cloud game to the handheld, the game giant has extended its operations to almost all the terminals, which is why PlayStation is no longer a direct rival. Matt Butti noted that Xbox now competes with the whole entertainment industry at a broader level. This strategic shift means that brands need to compete with multiple forms of entertainment, such as TikTok and film, for the attention of users. “Our biggest competitors are not other hosts, but are increasingly competing with all forms of entertainment, from TikTok to film,” he stressed.
In addition to the obvious implications of Microsoft ‘ s future as a home host manufacturer, the unique value of the statement is to reveal the natural disadvantage faced by Xbox – – The entry costs for films and TikTok are much lower than most games, and competition with them may be more challenging than expected. Given that the Sony game sector still views Xbox as its main rival to this day, the future of its loss is also of concern as to how it will develop after the clear mark. However, it is certain that this statement again confirms Microsoft’s adherence to the idea that everything can be an Xbox. Even though a new generation of hosts is already under development, it is clear that Xbox has shown greater interest in developing a wider entertainment audience.
