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MarkkyStorm on 05 October 2017
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First thing: This generation is lost. Xbox One will NOT outsell PS4 and probably will sell less than Nintendo Switch in lifetime. Understanding this is crucial.

So, now, we can begin thinking in the future.

In the short term, we have to:
- Invest every money possible in FIRST PARTY STUDIOS. Nobody expects good exclusives for XOne anymore, so we ensure that towards the end of this "generation" and the beginning of the next (2019-2020) that we'll have good new AAA exclusives to show for Xbox One X and the NeXtBox.
- Stop spending money with timed exclusives. This just makes the company looks bad and don't win the consumers back.
- Planning a new Xbox for like 2020. Full BC with XOne. And keep XOne X forward compatible, like a cheaper version of it (I mean, the games from the first 3 years of this NewBox have to work on XOne X). Killing generations isn't bad, we can use that to have always the cheaper box and the most powerful one (XOne X cheaper then PS5 and NextXbox more powerful and expensive). That's the way to offer the best value, that X360 had and XOne didn't because of the kinect.

In the long term, we have to:
- Create more company's mascot. Nintendo has plenty of it, that are here since forever. Sony invest in new ones in every generation. We need more than Master Chief. We need something that people look and think THAT IS XBOX. That's more than just producing exclusives. It's about giving a face, a persona to the company. People need that more than ever nowadays.
- Buy exclusives. Don't matter how much we invest in first party studios, they will probably be responsible for a limited number of IPs and we need diversity. Pay for third parties for making a good exclusive game is cheaper and more effective than buying the whole studio and shows that the company is not just Halo, Gears and Forza.
- Good marketing for the next Xbox. Seriously, more than anything else, what killed the Xbox One was the bad PR in the presentation. Always online? No used games? More expensive than PS4 with less powerful? That was dumb.

What I WOULDN'T do:
- Give up the strategy of unifying PC and Xbox. As much as I hate it, PC gamers are different than Console Gamers. As much as Nintendo Gamers are different than the rest. We have to make people that WANT a console to buy OUR console. People who like to play in PC don't need a PS4 and just buy one for one or two exclusive games. And that is irrelevant in revenues. Unifying PC and Xbox makes more easy to grant exclusives, because the developers has a little more freedom and more audience with two platforms. Even Sony have some console exclusives that launches in PCs (of course their own IPs don't launch in PC, but Windows is from Microsoft too, so is not a big deal have some, or even all, games launching in PC and Xbox).
- Invest in the japanese market. Seriously, japanese don't buy even the PS4. They have TWO major hardware makers (Sony and Nintendo) from their country, why would they buy from an american one? I know there's a market for japanese-style games in the western world, but it's a niche. We have to be leader in American and we have to grant a good share of Europe. That's the point for staying relevant.