Xbox's vision has shifted in recent years. Following on from former Xbox exec Don Mattrick seemingly doing everything in his power to destroy the brand, Phil Spencer then took over the reins to get us where we are today. With the Xbox Series X and Series S, Game Pass,and a wave of exclusives on the way, the company is in a better position than ever before. Looking at the success of PlayStation and Nintendo, you'd easily think Xbox would want to replicate that formula, but Spencer has said Xbox wants to do "something different".
Speaking to GamesRadar, Spencer pointed out that he sometimes gets asked about games on other platforms. Over the years, many people have requested to see the platform's take on The Last of Us formula, for example, and similar games of that ilk. According to Spencer, this isn't something that interests the team:
"Our strategy is not to just go be like someone else. I get a push sometimes of 'where's your version of this or that [game]?'. I've been in this industry for a long time, I have a ton of respect for creators on all platforms, and I know many, many of them.
But it's good if we're doing something different than what other platforms are doing. We're not in the business of just trying to create a green version of somebody else's blue or red coloured platform. That's not the example of creativity that I want to see in the games industry."
It can be argued Xbox's strategy was seen in full display during their E3 Showcase. In a closing montage, a single quote claimed: "The biggest and most diverse games lineup in Xbox history". With titles such as Psychonauts 2, Replaced, and Stalker 2 joining bigger titles including Halo Infinite and Forza Horizon 5, there was a ton of variety on display.
Xbox's mission has been clear for a while now: Game Pass. While momentum for the service was slow at first, its massive install base today suggests the strategy is working, and will only grow further from here.
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