End of 360, beginning of Xbox One
It was clear towards the end of the 360s life that Sonys and Xbox were handling their first party very differently and everyones eyes were on Playstations offering whereas Xbox was just stuck in a franchise loop without much ambition.
The nail in the coffin for me was giving up on Lionhead and Halo 5 not having splitscreen. The 360s early life also benefitted from a lot of RPG love (Elderscrolls, Mass Effect, Bioshock, Fable). Aside form Fable these games were all timed exclusive to Xbox for one reason or another and helped build its brand during the 360 years. Microsoft completed left that RPG and story focused audience dry for a whole generation. Whereas Sony doubled down on single player and narrative based games with light RPG elements. There was no reason to look back at Xbox after that.
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