Umbrella co
While there’s barely any real difference, the change shows Microsoft dedication to gaming beyond a single system. It’s clear that Microsoft wants the Xbox brand to go beyond the Xbox console, and their efforts in that regard – like putting its first party games on PC, and cross platform play – show that change.
“As we’ve expanded our focus beyond the console, the Xbox brand has also evolved from its original roots,” Xbox Game Studios corporate vice president Matt Booty said. “Today, Xbox is our gaming brand across all devices, no matter how or where you want to play, or who you want to play with.”
And play seems to be the focus of their strategy. On the Xbox Game Studios page, Xbox has reiterated what seems to be their new slogan: “When everyone plays, we all win.”
“Our 13 game development studios focus on delivering great games for everyone, wherever they play—on console, PC, or mobile devices. We’re responsible for developing and publishing some of the biggest game franchises in history: Age of Empires, Forza, Gears of War, Halo, Minecraft, Microsoft Solitaire, Microsoft Flight Simulator, State of Decay, and many more. We believe that play is the thing that unites everyone, because when everyone plays, we all win.”
It’s a mantra I can get behind. Off the back of a lacklustre Xbox One launch and following Phil Spencer’s ascension to the Xbox throne, Microsoft has done some incredibly consumer-friendly, forward thinking. Initiatives like Play Anywhere, proper cross-platform play and Game Pass, along with what’s obviously a big play at first-party games in the next generation mean it’s likely the next Xbox will be my primary platform, as the Xbox 360 was in the last generation.
Last Updated: February 6, 2019
Admiral Chief
February 6, 2019 at 12:42
13 game development studios should get 13 games to make Star Wars 1313 happen!
cloudzn
February 6, 2019 at 12:46
Unfortunately EA still holds the licence
Narsil XIII
February 6, 2019 at 12:42
“biggest game franchises in history:”… “Microsoft Solitaire” – bahahahahaha
Captain JJ
February 6, 2019 at 12:56
Well as long as their pc games are Windows Store only it doesn’t really matter what their intent is.
Admiral Chief
February 6, 2019 at 13:05
I believe their intent is to piss us off
Captain JJ
February 6, 2019 at 13:09
Well, then they have succeeded.
Look, I get that buying through the Windows Store ties in with the whole cross-platform gaming thing they’re doing, but that’s just not there for me, and I’m not going to pay between 50%-100% more for a game just for such a tiny feature.
Admiral Chief
February 6, 2019 at 13:17
Indeed. Windows store should take some pages out of the Epic store
Captain JJ
February 6, 2019 at 13:46
Like not exist? I’m good with that.
Heyo!
Admiral Chief
February 6, 2019 at 14:40
Well, free games, less issues, cheap prices, that kind of thing
Captain JJ
February 6, 2019 at 15:26
Seriously bad security, no offline play, you pay transaction fees, no cloud saves. No thanks.
G8crasha
February 6, 2019 at 14:30
True. I have to admit, I hate the layout of their store. To try and find games that are part of the Game Pass and PC compatible is a mission. They still push Xbox console only games my way when I am searching. I mean, for Pete’s sake, can’t you see I am on a PC, so why are you telling me about Xbox console only games.