- An analyst says Xbox’s recent moves appeal to fans but don’t fix the platform’s business challenges.
- He highlighted that initiatives like Disc-To-Digital and a return to exclusivity didn’t do much to move the needle.
- CEO Asha Sharma is likely hoping that these smaller changes will add up in the future.
Xbox has made a number of changes to its business in recent months. Following the arrival of Asha Sharma, the Disc-To-Digital program has been introduced, exclusivity has become a focus for the company again, and more fan feedback is being taken into account.
However, an analyst claims that these decisions don’t appear to be doing much for Xbox.
Why it matters: Xbox has been falling behind the competition for many years, and despite trying numerous different strategies, the brand can’t seem to make a true comeback.
Speaking to The Game Business, Circana analyst Mat Piscatella discussed that Xbox’s recent strategy appears to be appealing more to hardcore fans and those on social media than bringing in results that the company likely wants.
He noted that Xbox’s Disc-To-Digital hasn’t improved physical sales. Similarly, he pointed out that hardware sales have gone down despite Gears of War: E-Day’s exclusivity. In fact, Mat Piscatella noted that it’s hard to see any positivity for Xbox right now.
Everything Xbox is doing seems to be getting Twitter likes from the most passionate part of their fan base. In terms of actual results, it’s not working.
-Mat Piscatella
He also pointed out that Xbox has lost engagement following Call of Duty’s removal from Game Pass.
Of course, CEO Asha Sharma is likely betting on long-term improvements for Xbox following the latest decisions. Therefore, it remains to be seen if these results will bring the kind of benefits the business really needs right now.
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Sajjad Hussain is the Founder and Editor-in-Chief of Tech4Gamers.com. Apart from the Tech and Gaming scene, Sajjad is a Seasonal banker who has delivered multi-million dollar projects as an IT Project Manager and works as a freelancer to provide professional services to corporate giants and emerging startups in the IT space.
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