I don't think Xbox is going anywhere, but I do wonder whether they'll be MORE aggressive and competitive next generation, or instead focus more on sustaining their platform without going to great lengths to try and outsell Sony.
Previous generations, as well as the beginning of this generation, were characterized by Microsoft seeking not just to exist/sustain themselves on the console market, but to 'win,' to gain marketshare, prominence, and ideally dominance against their competitors. The original Xbox gushed losses, and when it came time for the 360, Microsoft went at it whole-hog, even making sure to beat Sony to the starting line, while securing a variety of exclusives. Even their launch's major blemish, the RRoD debacle, was notable in that Microsoft unflinchingly swallowed a BIG added expense to protect their brand by offering consumers replacements with relative ease.
And their perserverence and determination actually GOT big wins in a number of markets, including the United States; it was hard-fought and hard-earned, and while I personally think they let the Kinect distract them a liiiittle too much in the closing years of the 360, they still ended the generation in a very strong position.
During the lead-up to the newest console generation, the Xbox One also looked to be trying for a certain amount of aggression, as they had secured a healthy lineup of exclusives, (keeping in mind especially that games like Ryse and Dead Rising 3 didn't even go PC til after release,) and even swooped in to snag Titanfall (console) exclusivity, much to the apparent surprise of the game's developer. =P With that brand recognition and fanbase as a jumping-off point, Microsoft could have made a strong push to further grow their slice of the pie with the Xbox One, either by increasing their dominance in their strongholds, or maybe even by making more headway in their traditionally weaker markets. With some publishers apparently fully expecting Microsoft's Xbox One to be the market leader- and lining up to work with them- all lights seemed green for Xbox's influence to expand even further.
Buuuut we know how that all went. Still, even in the early months surrounding the launch, when Playstation was building a consistent lead, there was still 'room' for a turnaround, at least in the U.S., and Microsoft clearly wanted that turnaround a lot. There were little bits of cheeky marketing like 'Destiny Perfume,' outright announcing a 'Free Game If You Buy An Xbox one!' promotion DURING Destiny's launch that would actually let you get Destiny + an Xbox One for cheaper than Playstation 4's Destiny bundle, all actions and strategies SPECIFICALLY intended to try and counter Sony directly. Then of course there were policy changes that would never have gone down in the 360 days. Removing the paywall on video apps and streaming? Indie self-publishing? Freaking backwards compatibility, in any form?
But, and it just might be me, it seems that for the last six months or so, they've definitely had a change of attitude. It may be because they've decided they can't DO anything to change this generation's momentum, at least not without sustaining heavy losses to the division's bottom line, so they've decided to just focus on their platforms entirely.
But it does raise the question, when the Xbox Two is on the horizon, will Microsoft be going back in swinging with all the vigor they had before? Or are they going to decide that fighting sony for higher marketshare 'at all costs' isn't going to get them anywhere?
Zanten, Doer Of The Things
Unless He Forgets In Which Case Zanten, Forgetter Of The Things
Or He Procrascinates, In Which Case Zanten, Doer Of The Things Later
Or It Involves Moving Furniture, in Which Case Zanten, F*** You.
