Microsoft has confirmed that they are planning to do things differently with the Xbox Series X over how the Xbox One was handled. And this strategy could pay off big time when it comes to battling Sony in its current dominant position. The PS5 is favourite to win the next-gen console war, and that makes sense when you consider the advantage the PS4 currently has.
But Microsoft has revealed that they are changing tactics with the Xbox Series X and that could also mean big changes to the ways things have been done in the past.
The first step in this new plan was the announcement of the Xbox Series X during the Game Awards in 2019.
It took many people off-guard, especially considering it was a non-Microsoft event coming so soon after the official XO19 in London.
But Xbox chief Phil Spencer came round to the idea and saw it as part of an evolving plan to win back gamers.
Spencer revealed as much on Gamertag Radio podcast, via Gamespot, while also noting that the Xbox Series X reveal could have been a disaster.
“We made the decision … the decision was actually really pushed forward by one of our marketing leads, and she’s awesome, and she just stood up in a room, and she said, ‘We should go do something bold. Something we’ve never done before,'” Spencer revealed.
Xbox Series X price news could come as a surprise
“Let’s face it, we’re not in the market position we wanted to be in this last generation. I don’t think we’re going to get to disrupt and grow our business just doing what we’ve always done. Let’s go try to do new things.
“And when she first brought the idea to me … honestly, I wasn’t the biggest fan. I was like, ‘Well, there’s going to be a lot of other games there.”
Adding: “It was cool to do it, and the response has been great. But to be completely honest with you, I could be sitting here today, and it could have been a disaster.
“I like trying something bold. I’m really happy with the way it played out and the response from the fans,” he said of the Xbox Series X reveal during The Game Awards.
“But every decision we make between now and launch, we’re trying to think about things in a different way. Some of them we’ll get right.
“Some of them we won’t. But we’re definitely not going to be meek. We’re going to bold in what we’re trying to go do.”
And this certainly makes it sound like Microsoft are ready to disrupt and surprise further when it comes to announcing the price and release date of the Xbox Series X.
They will have plenty of time to share this crucial Xbox news in 2020, but fans can no longer guarantee it will happen in a way that feels traditional.
And that frees Microsoft to be a lot more creative with how they market the Xbox Series X.
During the same interview, Spencer defended the plan for there to be no true Xbox Series X exclusives during the first year of launch.
This is seen as another disruptive change to how console lifecycles work that Microsoft is playing with.
And as CCN points out, it could also help Sony to short term PS5 sales success later this year.
But in the longterm, Microsoft could win big by having plenty of customers using its services and playing its games, without hardware sales holding it back.