It’s no secret that Microsoft’s gaming division has struggled to keep pace with PlayStation and Nintendo for active console users, and this Xbox survey suggests the company might be considering the nuclear option to make things right.
Yesterday, a new survey surfaced of a subset of Xbox users from the Insider program, likely among those that Microsoft tracks as owning multiple devices. A user sent us the survey screens below, which Windows Central verified were real.
Microsoft’s problematic Xbox cross-platform strategy has left many users with multiple devices with fewer reasons to turn on their console. In this universe, this significantly reduces Microsoft’s chances of gaining users in its own ecosystem, impacting both first-party revenue and the viability of third-party ports. Microsoft sells tons of games on PlayStation, but it has to pay a 30% cut for the privilege. Many PlayStation users already own an Xbox, so Microsoft risks giving away potential users for no real reason.
These new investigations suggest that Microsoft may be considering drastic measures to change the situation.
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(Image credit: Windows Central)
The survey poses various questions to users across multiple ecosystems, asking how likely they would be to invest in the Xbox platform if various games were timed, or even entirely exclusive to the console.
Microsoft is asking if users would upgrade to Xbox on a game-by-game basis, including exclusivity deals for games like Fallout, The Elder Scrolls, DOOM, Hideo Kojima’s PHYSINT, Diablo and even Minecraft itself. The survey even highlights that existing titles would not be removed from other platforms, but would no longer receive new content.
There’s even a nuclear option question, asking users how they would change their habits if every Xbox game (except Call of Duty, likely due to acquisition requirements) became entirely exclusive to the console.
It asks users to consider the hypothetical scenario, providing multiple-choice answers underneath.
“Imagine it was announced that all future titles from every game franchise developed on XBOX, with the exception of Call of Duty, would be exclusive to the XBOX console,” » reads the final question of the survey. “For Minecraft only, existing titles would no longer be available for purchase on PlayStation or Nintendo consoles, and would not receive any new content updates. However, there is no impact on existing titles or content you already own. Nothing changes on PC in this announcement.”
It asks users if they would upgrade to an existing Xbox console they already own, buy a new one, upgrade to PC, or skip it altogether in this scenario.
Cross-platform didn’t work, would maximum exclusivity work instead?
In the short term, even though Microsoft created huge desire for its platform and somehow managed to make GTA6 magically exclusive, the RAMpocalypse pushed hardware sales to historic lows. Even though there was Xbox inventory available globally, it became prohibitively expensive for many. But this situation (hopefully) won’t last forever.
If games like Fallout 5, The Elder Scrolls 6, and Diablo 5 were exclusive to Xbox Helix, it would undoubtedly generate massive sales of Xbox hardware. But would the stock even be available? Microsoft has always struggled with global distribution even before the component crisis. While I think Xbox desperately needs exclusive content, the risks are undeniable on paper.
But sacrificing the entire platform is potentially just as risky. PlayStation itself has also just massively picked up Steam and Windows games on PC.
There is no point in maintaining Xbox as an entity if it were to become just a publisher. Microsoft is arguably more of a hardware company than it has ever been, powered by data centers and more and more locally produced silicon, like its new Maia chips that have recently propelled the stock to new heights. Microsoft has already sacrificed mobile as the endpoint of its platform, significantly limiting its ability to distribute and train its AI platforms. I can’t imagine they’ll try to make the same mistake with Xbox.
Investigations are just investigations, and it might all amount to nothing. This could also be a clue to Xbox’s thought processes. Perhaps there are calculations that prove the juice just isn’t worth it. Halo Campaign Evolved on PlayStation likely did irreparable damage to the Xbox brand as a hardware entity, even if the game itself wasn’t spectacularly well received.
The future of Xbox could turn out to be more interesting than expected.
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