Xbox's new exclusivity strategy was partly shaped by research into Gen Z consumer behavior, according to Microsoft's head of gaming.
Xbox is already a major publisher on PlayStation and Nintendo consoles, thanks to years of acquisitions of multiplatform blockbusters like Minecraft and Call of Duty.
However, in February Microsoft delivered an Xbox Business Update that confirmed plans to bring more first-party games to rival platforms, initially in the form of Pentiment, Hi-Fi Rush, Sea of Thieves, and Grounded. .
Xbox head Phil Spencer explained this strategic shift in an interview with Polygon, saying that expanding development budgets are making it harder to justify exclusives.
These days, he said, it can cost “$300 million to make a video game.”[the case for] As the cost of games increases, exclusivity comes under pressure. ”
Spencer also said that efforts to stay relevant to younger consumers contributed to the decision to make more Xbox games available on as many platforms as possible.
“The idea that the Xbox can just be one device that connects to your TV doesn't show up in the Gen Z survey, because there's nothing else like it for them,” he said.
“Some people have iPhones, some people have Androids, but the games and everything are the same. At least for now, you can access TikTok on either.
“All of their stuff is available everywhere. So for Xbox, the axis of our brand to attract a younger audience and stay relevant is 'Xbox is a great game that I want. It's a place where you can find. ”
Xbox is also reportedly considering the idea of releasing Gears of War, Microsoft Flight Simulator, the upcoming Doom game, Starfield, and Indiana Jones on rival consoles, with Spencer recently saying that any game would be different from another. He said he would never rule out releasing it to the platform.
“I know that sometimes things are weaponized, that there's an evil behind making us do things. “Phil hates monopolies, so we're doing things like PlayStation and Switch now. ,” Spencer told Polygon.
“Every decision we make is to make Xbox stronger in the long run. That doesn't mean everyone will agree with every decision we make. It's basic.”
