- Xbox Game Studios head Matt Booty discussed the brand’s increased competition in a recent interview.
- He says that “it is not just another console” like the PlayStation 5 or the Nintendo Switch 2
- Rather, Xbox now competes with apps like TikTok and other forms of entertainment.
Xbox Game Studios head Matt Booty has said the brand now competes with platforms like TikTok and other forms of entertainment more than rival console makers.
The comments come from a recent interview with The New York Times following the announcement of Halo: Evolved Campaigna game that will come to PlayStation 5 in addition to PC, Xbox Series X and Series S when it launches next year.
“We’re all looking to meet people where they are,” Booty said.
“Our biggest competition is not another console,” he continued. “We’re increasingly competing with everything from TikTok to movies.”
This philosophy seems evident in recent Xbox marketing, particularly the somewhat controversial ‘This is an Xbox’ campaign that emphasizes how gamers can experience Xbox titles on all types of devices, from smart TVs to virtual reality headsets and laptops.
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While this may seem like an odd strategic shift that could alienate Xbox’s core audience that values exclusive games, Xbox is one of many gaming brands that finds itself competing in an increasingly difficult attention economy.
According to recent data from the Circana Player Engagement Tracker, live service titles like fortnite, Obligationsand Roblox continues to dominate on consoles, reducing the amount of time players spend on more traditional gaming experiences.
Upcoming releases like Halo: Evolved Campaign We have to compete not only with these titans when it comes to the audience dedicated to gaming, but also with the entertainment offered by devices such as mobile phones that occupy the time of more casual gamers.
According to Statista, TikTok has more than two billion users worldwide, while viewers watched more than 100 billion hours of Netflix content in just the first six months of this year.
By lowering the bar for accessing Xbox content through cross-platform releases and services like Xbox Cloud Gaming, Microsoft clearly hopes to be able to attract that audience.
Will the strategy bear fruit? We’ll have to wait and see.
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