- Xbox has recently confirmed that it no longer competes with PlayStation exclusively.
- The gaming giant sees the likes of TikTok and movies as valid competition.
- This shift is part of the ‘Everything is an Xbox’ push from Microsoft, with the company attempting to branch out to all of entertainment.
Xbox’s current position in the gaming market is quite interesting. The brand has positioned itself as an all-in-one gaming platform following the ‘Everything is an Xbox‘ push.
This strategy has been pushed further through Microsoft’s third-party approach, with the likes of Halo, Forza, and Gears now on PS5. Explaning this strategy further, Matt Booty says that Xbox no longer sees PlayStation as its sole competitor.
Why it matters: Gaming is still a relatively small part of the larger entertainment industry, so Xbox expanding out and competing with other giants so abruptly might be a risky move.
According to Matt Botty, the President of Xbox Game Studios, the platform is currently attempting to meet players wherever they may be.
From cloud gaming on smart TVs to handhelds, the gaming giant has expanded its portfolio to practically every device. This is why the company no longer attempts to compete with PlayStation.
Instead, Matt Booty says that Xbox is now competing with all of entertainment on a broader scale. This shift entails the brand competing with the likes of TikTok, movies, and more.
Our biggest competition isn’t another console. We are competing more and more with everything from TikTok to movies.
The obvious implications of Microsoft’s future as a home console-maker aside, this statement is so interesting because it puts Xbox at an inherent disadvantage. Movies and TikTok have a much lower cost of entry than most games, so Xbox competing with them might prove to be more challenging than initially anticipated.
Also, since PlayStation still considered Xbox its primary competitor until recently, it will be interesting to see how Sony’s gaming division evolves without this competition.
Nonetheless, this statement cements yet again that the company is committed to its ‘Everything is an Xbox’ motto. Even with a new home console being worked on, Xbox appears to be more interested in the broader entertainment audience.
What do you think about Matt Booty’s statement? Do you think this is a wise decision from Xbox? Share your opinions down below and on the Tech4Gamers Forums.
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[Senior News Reporter]
Avinash is currently pursuing a Business degree in Australia. For more than 5 years, he has been working as a gaming journalist, utilizing his writing skills and love for gaming to report on the latest updates in the industry. Avinash loves to play action games like Devil May Cry and has also been mentioned on highly regarded websites, such as IGN, GamesRadar, GameRant, Dualshockers, CBR, and Gamespot.
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