Gaming's Next Gen: Why Xbox is the one to watch this time around

A short piece on why, after taking such a beating in the Xbox One vs PlayStation 4 generation, Xbox has its house in order for Series X and beyond.

It is inarguable that Sony won this, the most recent generation of gaming.

Sony outgunned, outplayed, and out-delivered Microsoft at every turn.

THE STATS

• 113m consoles sold
• Globally outselling Xbox globally 2:1 (in some regions by as much as 4:1)
• Record breaking profits

With such an incredible win under its belt, how could Sony be entering this next race on the back foot and Xbox now be the one to watch?

THE BACKGROUND

Two years ago, in October 2018, I was asked for my point of view on PlayStation and the gaming category in general.

I wrote:

"PlayStation is undeniably the market leader in modern home console gaming today. With incredible exclusives, innovative hardware, and market-leading digital services – this generational battle is over and PlayStation won. By a huge margin.

The category will not take this laying down.

While Nintendo continues to forge its own path with Switch (featuring only a handful of killer titles starring the usual suspects), Microsoft’s Xbox division is slowly getting ready for the next round - already setting out its stall with a suite of gamer-focused studio acquisitions announced at this year’s E3.

PlayStation already has made great in-roads in this area (with both PSNow and Remote Play) but others are keen to - and will - follow. Be that traditional category competition, as above, or hitherto non-category newcomers such as Google.

For the players, games are everything.

For the players, being able to access those games wherever they want and whenever they want (be that cross-platform with Fortnite, or streaming with services such as PS Now) will be the next great battleground.

And ‘For The Players’ (#4ThePlayers), for PlayStation, has proved to be more than a marketing strap-line. It is a unifying thought that has meant the player is the very heartbeat of every word and deed. And for this gen, it has worked.

But next generation there'll be more places to play, to stream, to compete - which means PlayStation must work even harder to retain its vast player base.

PlayStation's advantage is massive.

It must do everything it can to keep it."

As above, the best thing PlayStation did last generation was put the player at the heart of everything it did. From product through to marketing, the player was present in word and deed.

It is exactly what brought the player back, closer to the PlayStation brand.

It is exactly what helped claw back what Sony lost during in the PS3/Xbox360 days (87m vs 84m consoles sold respectively).

And it is exactly what Xbox has lifted lock stock and barrel to prep itself for 2020 and beyond.

LET'S TALK ABOUT PLAYER CENTRICITY

Phil Spencer, Head of Xbox has gone on record saying that the player is at the centre of their strategy.

"We want to enable everyone to play the games they want to play, with the friends they want to play with, on any device.

On TV, the Xbox console is going to be the best way to play console games."

- Phil Spencer, Head of Xbox

This thinking goes back to 2016, when Microsoft committed to launching all Xbox games on Windows 10. This was their first step towards a new vision that puts the player at the centre, and not the device at the centre (source).

So this has been easily four, if not five years in the making.

Putting the player at the centre of what you are doing, saying, and executing takes hard work - and commitment to the cause.

It means understanding and addressing player needs and using those needs to inform everything from product strategy through to every day community management.

TO GET TO A WORLD OF PLAYER CENTRICITY YOU NEED TO UNDERSTAND THE NEEDS OF THE PLAYER

Here are some examples of how that's played out so far.

Player product needs:

'I want to play...'

• On any device? How about cross-generational games, PC support, xCloud mobile streaming... and we'll also be the champions of cross-play; teaming up with Nintendo on Minecraft and more (and arguably get PlayStation to change policy too).
• With any ability? We built the Adaptive Controller.
• On any budget? Instant library with Game Pass. Accessible next-gen gaming on a budget with Series S. Or get both wrapped up for one monthly fee (that saves you money in the long-term) with Xbox All Access.

Player info needs:

'I want to know...'

• Everything about next gen? Let's discuss early. Initial info about about Series X in 2019. Regular and consistent updates about the X (games, features, specs) ever since.
• You'll be honest with me. When the Series S leaked, Xbox let it out of the bag (Jack Appleby here with an overview of said masterful handling).

Player trust needs:

'OK, so now keep your promises...’

• Xbox doubles down on Game Pass (and Game Pass Ultimate). Expanding it with PC, EA Play, and xCloud mobile streaming (Stadia who? - I give it a year)
• Xbox commits to all Xbox Studios games being available on Game Pass Day 1.
• Xbox commits to various levels of payment/commitment. As above, the All Access subscription service now available for the latest hardware with Game Pass or Game Pass Ultimate rolled up into it. 
• Xbox commits to the long haul by buying up SEVERAL studios (Bethesda being the latest).

These are all examples of the player-centric strategy that Xbox is pursuing (and there are so many more). And it got there by asking one question: 

How do we ensure that gaming is accessible no matter who you are, where you are, or what budget you have?

Or more simply: How do we put the player at the centre of everything we do?

Last gen, Sony had their tagline of 'For the Players'. After Xbox messed up their game-sharing/DRM with the Xbox One, Sony came back with this monster viral gut punch - and it stung. And I think it still stings.

Instead of going crazy and repeating the same mistakes again, Xbox has gone back to the drawing board, taken notes of why it lost, learned hard lessons from last-gen's victor and is now coming back, revitalised and, if I'm honest (and if you'll excuse the pun), playing a different game.

Xbox is putting its energy in the long game - and is systematically executing against the same strategy that beat it into the ground before.

But winning isn't easy.

PlayStation will not go quietly - and why should it? Not only does it have a monstrous install base of adoring fans and players all over the world but it has also proven time and time again it has the firepower when it comes to delivering smash hit title after smash hit title after smash hit title.

Xbox is winning the player over. It's got the right attitude, the right building blocks are in place, and the approach is working.

As soon as those studios start delivering killer exclusive games, then we will have a true next-gen gaming battle on our hands.

The likes of which we haven't seen since Nintendo v Sega.

And I am here for it.