«The return of exclusives» – are the console wars coming back?
During the Xbox Showcase at Summer Game Fest, Microsoft announced «the return of exclusives». But what excites many just makes me shake my head.
A turnaround at Microsoft. Again. At its Xbox Showcase, the company announced it would once again focus on console-exclusive Xbox titles going forward. It’ll all kick off with Gears of War: E-Day and Clockwork Revolution. Neither game will be released on the PS5 or the Switch 2.
A surprising shift, given that Microsoft has been steadily moving away from the old console business model based on exclusivity for several years now. Instead of exclusives for its own ecosystem, we’ve seen tons of ports for the PS5 and the Switch 2.
The decision’s being celebrated by hardcore Xbox fans. In my opinion, this is too little, too late and too confusing. At long last, Microsoft has lost its way with the Xbox.
A chaotic and senseless decision
Just take a closer look at this «Return of Exclusives», and it’ll become obvious that this was a hastily made choice. The fact of the matter is, Gears of War: E-Day was in development for the PS5 until recently. The game has already been graded by the PEGI Rating Board and is listed with various online retailers.
Industry insider Jeff Grubb reported on this last-minute decision just a few hours before the showcase. Following the official announcement, he followed this up on Bluesky: «So yeah, there’s a basically finished version of Gears for PlayStation sitting on a drive.»
Source: Microsoft
In an interview, Xbox Chief Content Officer Matt Booty explains why they decided to go with exclusivity: «We want people to have a reason to buy an Xbox, a reason to be an Xbox fan. We know that exclusives are important.»
Booty goes on: «Our big multiplayer games, our live-service games are going to continue to be multi-platform. If we’ve promised something to players already, we’re going to make that. We’re going to honour that promise.» He then looks to the future: «It’s going to be case by case.»
I can’t follow this logic.
Are exclusives important? I spotted the PS5 logo in the credits of 24 out of the 28 games featured at the Xbox Showcase. Exclusivity can only have an attracting effect if it’s the rule rather than the exception. See Nintendo (all exclusive) – and, most recently, Sony as well (all single-player games exclusive). Selective exclusivity without clear rules only leads to confusion – especially as long as Xbox icons like Master Chief are running around on the PS5.
Giving gamers a reason to buy a console? That ship has sailed for this console generation at least; the Xbox Series X/S is a dying console. On top of that, their «exclusive» titles will continue to be available on Steam – a competing platform that should be causing Microsoft far greater concern. After all, the next Xbox is being framed as a PC, not a traditional console.
Multiplayer games will remain multiplatform? In addition to its single-player campaigns, Gears of War has always been known as a multiplayer franchise. Why then aren’t PS5 fans allowed to play? Microsoft’s already breaking its own rules with this first announcement.
Future games to be decided on a case-by-case basis? If so, why was Senua – a narrative-driven single-player game – announced for the PS5 as well? No one knew the game even existed, let alone that it might be coming to the PS5. If that game isn’t considered an exclusive, the same question comes up: what criteria will Microsoft use to make its decision? This arbitrary approach only breeds uncertainty among potential customers.
Source: Microsoft
In the context of other Showcase announcements, these two new exclusives are causing confusion rather than clarity. Too little, too late. Major blockbusters like Halo: Campaign Evolved and Fable (both of which, incidentally, are pure single-player titles) will remain multiplatform, while Gears of War: E-Day and Clockwork Revolution are being sacrificed on the altar of long-gone console wars. I sincerely hope this won’t have negative consequences for the studios involved (fewer games sold, lower revenue, layoffs, studio closures).
Microsoft is leaving millions on the table just to curry favour with its biggest, loudest fans and console warriors. A group which has always had issues with Microsoft’s multiplatform strategy. A group that view the new head of Xbox, Asha Sharma, as the saviour of the Xbox brand. These exclusive titles are meant to mark a turning point. However, a look at Microsoft’s recent history suggests that this turnaround won’t be sustainable.
A ping-ponging exclusivity strategy
Let’s rewind a few years. I still remember the Starfield hype cycle clearly. Following Microsoft’s acquisition of Bethesda, the space epic was touted as a console-exclusive Xbox blockbuster, and the PS5 version was cancelled. Sounds familiar, doesn’t it?
These days, the game’s available on Sony’s platform too, along with many other Xbox titles.
Source: Microsoft
Looking back on the past few years, Microsoft seems to be floundering and at a loss. Unlike Sony and Nintendo, the Redmond-based company doesn’t seem to have a long-term vision. Back in the Starfield days, exclusive games were important. Following this, former Xbox head Phil Spencer announced that exclusive games would «completely die out» over the next five to ten years. And now Sharma wants to save Xbox exclusivity from extinction. A chaotic ping-pong approach.
During his tenure, Spencer followed through on his threat. While Microsoft initially mentioned only four PS5 ports, the company gradually opened the floodgates and unleashed former Xbox icons on the PS5. Forza, Gears, Flight Simulator. Yes, even the head of Halo Studios proudly announced that the Halo series would newly have a home on the PS5.
Due to financial pressure (hello, Activision acquisition) and absurd profitability targets, Microsoft has effectively become a third-party publisher. And now? Well, now everything has changed once more. But for how long?
Source: Microsoft
Microsoft talks too much
This lack of a long-term vision is compounded by another problem: Microsoft loves to blab compared to Sony and Nintendo. Almost in real time, we get to follow how important strategic decisions are made and communicated immediately.
Xbox executives proudly announce their snap decisions, interact with Xboxfanboysinfluencers on social media, and give nonstop interviews spilling the beans.
The result of all this waffle? No one trusts the brand any more. What’s true today will be completely forgotten tomorrow. For every new headline, countless past statements claim the opposite.
The only reason for hope among Xbox fans: Sharma is new. Spencer made many promises he’d later break. Sharma’s a blank slate who hasn’t yet squandered her credibility. Emphasis on «yet.» As Sharma announced in an interview shortly after taking over: «The plan’s the plan until it’s not the plan.»
It’s only a matter of time before the next U-turn happens. If Microsoft is unable to meet its ambitious profitability targets with this exclusivity strategy, it’ll have to cut back again and lay off employees. After all, according to her own statements, Sharma wants to make Xbox the world’s number one gaming company by 2030.
All righty then. Good luck, Xbox.
My love of video games was unleashed at the tender age of five by the original Gameboy. Over the years, it's grown in leaps and bounds.
This is a subjective opinion of the editorial team. It doesn't necessarily reflect the position of the company.
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