Xbox thinks about the broader entertainment market
Xbox and PlayStation may have been perceived as rivals, but this balance of power is now well over. Now that Xbox is releasing its games on PS5, that competition no longer exists, at least not in Xbox’s eyes. Matt Booty tries to justify this new strategy by pointing out other types of competitors for Xbox’s business, which are in reality not linked to video games :
“ Our biggest competitor is not another console. We are increasingly competing with everything on TikTok as well as movies. »
What Matt Booty wants to show here is that it’s about screen time, and that Xbox, and gaming in general, competes with social media and other forms of entertainment for the audience’s attention. An understandable thought, even if Microsoft’s “enemy” seems to change quite regularly, given that Amazon and Google were, according to Phil Spencer, Microsoft’s great rivals (but that was already another era). And this is in line with the slogan “This is an Xbox”, which wants to send the message that any screen is an Xbox.