Xbox effectively going "multiplatform" over the past year has been big news across the gaming landscape, and the latest update on this new strategy was the announcement that Forza Horizon 5 would be coming to PS5 this spring.
Speaking to Reece Reilly of 'Kiwi Talkz' recently, ex-PlayStation boss Shawn Layden shared his thoughts about Microsoft's gaming plans going forward - suggesting that a multiplatform strategy could be a bit of a "balancing act" when 'exclusives' or 'FOMO' in his words (aka the fear of missing out) is no longer there for a platform:
"Multiplatform is a strategy, particularly in a world where the cost of development is increasing dramatically, multiplatform means widening your addressable market as the marketing guys say. Just giving more people a chance to see it...
So, I certainly can understand, appreciate and welcome that, the ability to have Xbox games appearing on other platforms. What does it do to their brand? Yeah, I think it makes the conversation harder...how do you create the FOMO?
Trying to do that by bringing everyone to your platform, saying - 'if you're not here, you're missing out' - but if it's available on all platforms, that's one of your marketing tactics you can't use. You can't say it's only available here if it's available everywhere, so it's a balancing act. Increasing my addressable market - yeah, that's good - [but] I'm making it hard to sell the 'only on my platform' story."
He then talked a little about SEGA's transition to becoming a 'software-only company" and how the idea of a successful multiplatform strategy has "historical precedence":
"I mean, I was in the business when SEGA brought their Dreamcast titles to PlayStation 2, and in time SEGA became a software-only company, and it was a great transformation in that respect - they're doing great. So, it does have historical precedence."
Back in December last year, Layden also questioned whether Sony would be right to consider putting PlayStation 5 games on Xbox - with it potentially coming down to "additional sales versus the brand impact, all the aggro'".
Following the Forza Horizon 5 announcement, there are already claims Halo and certain other titles could be up next for other platforms. And although Microsoft is focused on making gaming bigger and more accessible than ever, it says it's still in the hardware game.
How are you feeling about Xbox's "multiplatform" future? What are your thoughts about Layden's comments? Let us know below.
[source youtu.be]
Comments 51
@Isolte In the grand scheme of things, it's just video games and entertainment. If gaming were to all of a sudden end, life would still march on.
Our thoughts no longer matter.
It doesn't matter which side of the fence you are on our opinions are no longer important. It is out of our hands. We have no more influence on the decisions Microsoft make.
It's all about money making, securing jobs and the future of video games.
Mr Layden talks more than Phil lately. I think he should comment on Playstation’s failed PC port strategy (Spider-man 2 is another messy port that hardly anyone bought at launch). As for the topic, I’m just enjoying the ride of having a Series X and loving it as a console. Got more pressing issues in my life to worry about a gaming platform.
This comparison to the situation SEGA unfortunately found themselves in is becoming tiresome.
Not only were SEGA struggling financially and had no real choice if they were to survive, but the gaming landscape has changed a lot since then.
@gollumb82 I agree. It must be noted too that Mr. Layden now works for Tencent, so should we really give his opinions credence, given him having the judgement to discern his employer as the best place to take his talents? I liked Shawn’s era with PlayStation, but I think he’s become something of a dubious talking head at this point… although I do really appreciate him championing Vib Ribbon.
There is still a reason NOT to buy a PS5 when you want to play xbox games and that is game pass. When the newest call of duty is releasing every year on gamepass, you only have to play one or two new games a year to benefit from you subscription and there you go. I know not everyone has a xbox series, but I have and because of game pass I didn't buy COD this year for my PS5 and I'm getting Doom TDA day one on game pass. And when you stick with Playstation that is totally ok. But it will cost you.
@FarmDog08 Life would still march on, but that generation who hide behind their screens in their bedrooms wouldn't have a clue how to survive in the real world 😖
Sega didn't have a trillion dollar parent company and their videogame business was operating at a loss for years when they went software only. Not a good comparison. Xbox is not going software only.
FOMO is just as predatory of a tactic as loot boxes or pay to win in my opinion. The videogame industry would be much better without it.
@RetroMan71 I'm 42, have a family, and a career. Maybe I'm part of the problem, hahahaha.
What a time to be a Manchester United and Xbox fan truly blessed amazing times😭💩
It's hard not to compare it with what Sega went through. However, Microsoft is in a much better situation, which means they can choose the path they'll follow. If one day they decide to leave the multiplatform strategy, there's nothing stopping them. It's not like they don't have other options if their vision doesn't bear results.
I read an interesting theory about this shift in Microsoft's business. Being a multiplatform publisher, there would be no resistance from the likes of FTC and CMA against new big acquisitions, which would mean MS could potentially buy any publisher they'd want. Is it possible this could be the reason for the change Xbox is going through?
@Ricky-Spanish
You could be a Westham fan like me.
2 places below Man Utd.
But a win tonight will put us above you 🤣
@BacklogBrad um, i think you have a disconnect
@MarzoriuM
That’s what I’ve settled on now, series x
And GPU until March 2027.
Take this year.
Avowed
South of midnight
Doom
Outerworlds 2
NG2 black
NG 4
COD
And that’s so far 2025, what I’m interested in.
@Isolte that's too funny. Looks like my sarcasm did thr same. I thought the hahaha gave it away.
Pah, @OldGamer999 & @Ricky-Spanish! You think you've got it bad. Try being a Southampton fan! I was born in Southampton, and used to go to their matches as a child before the Premier League was even a thing. Now look at us... 😭
@Isolte Monday mornings my friend. 🤣
@Fiendish-Beaver
You definitely in a spot of bother this season.
@Ricky-Spanish as a man utd fan also, I understand that reference.
@Fiendish-Beaver @OldGamer999 @Ricky-Spanish I am a Man Utd fan my fiancée is a Leeds Utd fan as is her whole family. I am sure you can imagine how much banter I had to endure this weekend 😂
That is such an understatement, @OldGamer999! We're going to sink without a trace this Season, much like the next Xbox console likely will... 😉
So let playstation balance it back our way and give us god of war... But they wont will they. Piss take.
The whole idea that you have to buy the separate box that you might not like or need just to play bunch of games is ridiculous.
Unfortunately, thats how its always been and worked and I doubt competition will follow.
Moreover, if they want Netflix model - well every streaming service has exclusives and GP will be 3rd party service (with no doubt great games and value).
I guess time will tell
Honestly if MS acquires a bunch of bugger studious or even publishers (which they are rumored to continue) maybe we will come to a point that pretty much all big known games are in Gp in one way or another and then that could cater to casual player that plays COD and bunch of games per year.
I feel like main problem is most people are casuals and play just several games a year, and if one or two are not in GP then it has questionable value for them.
For now I see GP as the best sub for semi-hardcore players who play not only hype games.
If they buy EA or UBi so you have AC or fifa day 1 then for sure people will look at GP more. Not sure about takes two as they are in strong position right now.
@OldGamer999 @Weebleman @Jaxx420 I'm a liverpool fan and my partner is a chelsea fan lol
@Jaxx420 Yeah not much better over here mate I'm united fan my misses is Chelsea but she's ok her whole family is Liverpool and it's just not good right now haha
@Isolte its baffling to see people dont read properly and jump to assumptions. Where did I say all AAA?
not all AAA but for example ubi is in bad shape now and I dont think it will be worse if MS acquires them.
They also wont have full control anywyas as they have to sell these games thru steam, psn, eshop, etc ans abide by their terms.
Realistically we aren’t far away from there not being a ‘XBox’ box. If you can eventually play everything elsewhere, not enough people will see the value of owning a Microsoft console, which will make it financially unfeasible.
The problem also with this, is that without competition, Playstation will become greedy and lazy, and in time will become unappealing to the consumer. I think in 10 years you will have people gaming on portable handheld, tablets or phones, through subscription apps on TVs, and the extreme fan playing on high end PCs. The end is nigh for the box that plugs into your telly.
lol people have always said Xbox is dying.
Wow, look, an industry expert saying what I've been saying. But no, it's console warring to say exclusives sell consoles.
@Isolte These stories are going to become as regular as the ABK/FTC period, as are the comments that follow, so I'm just going to kick back and crack open the popcorn for this one...
I think I'll do the same lol.
In terms of FOMO - it seems the 'majority' of games so far have been on Xbox 'exclusively' and if people had FOMO over Forza Horizon 5, Sea of Thieves, Indiana Jones, Flight Sim etc etc, they'd have bought an Xbox to play.
By selling these months, if not years later, you are selling to those that weren't going to buy an Xbox and therefore wouldn't generate any revenue for Microsoft.
Also if games like CoD, Minecraft, Doom and all the other IP's are all on Xbox, all on Game Pass Day 1, regardless of whether they release on PS5, let alone Day 1 too, these will still be Associated with, marketed by and arguably better value on Xbox. Yes you may get to play on PS eventually, but maybe the IP you really want to play is not on PS5 or have to wait several years - FH5 released in 2001, nearly 4yrs ago!
A LOT of Xbox games are known for their Online modes - Halo, Forza & Gears have Online MP modes and the larger the Online Community, the better the matchmaking and experience - it makes more sense to release these as Multi-platform IP's to bring gamers together, playing online together.
@IronMan30 doesn’t mean their situations are the same
I mean it’s silly to have full on mental breakdowns over consoles, doesn’t apply to everybody but it’s true
@Fiendish-Beaver
I think as Xbox have many studios, console wise if they PR well and point at Xbox console with GPU then they could have a great selling point.
I’m totally ignoring cloud streaming as it’s totally crap and not worth me even entertaining.
I want every bell and whistle turned on in my games. I haven’t got a top 65” TV to play rubbish cloud streaming games on.
@Ajfennell77
I shall be keeping a close eye on the Chelsea vs Westham game tonight for sure.
@donv2135 yes it does. If a company can't sell enough consoles to justify the ROI, they stop selling them. MS is a business, consoles are not a hobby for them.
@OldGamer999 I hope west ham win ...only time I'll want a chelsea win is when they play arsenal
Wow! An exec that is willing to say it out loud!
They are called MicroSOFT for a reason. They've historically made bad hardware decisions and products but their software? World dominating.
@BigRedPaper they rebranded to Microsoft game Studios. They'll transition away from the brand in time once boxes are no longer needed.
@IronMan30 are you just going based off the narrative because you don’t want to do the research
If you’re so angry about it, it’s fine, just don’t be downers to people who don’t mind console wars, there’s more to life than worrying about a plastic box, and i’m saying as a person who own all the consoles
Xbox themselves will be fine, or mostly fine, if they just turn into a 3rd party publisher. ...Cue the broken record talking about the console, etcetcetc. I think Gamepass will die at that stage, though, unless it actually does take off on mobile which would be a shock.
@Isolte The problem is that Playstation need to recoup the money they lost on all those live service games they cancelled & watching Xbox becomes the largest publisher will have the board of directors asking questions.
@Nic-Noc20th-C Hello. If I were a shareholder, I would have agreed with this direction taken by the board of directors because video games would make me more money to better guarantee a better future for my family. As an Xbox SERIES player and Game Pass Ultimate subscriber, I'm also fine with it because I feel privileged having day one games in the service and I can access them everywhere. It's beneficial for everyone in the end.
@Isolte I'm not sure either!!! But the issue Sony has that these cancelled games will hurt them financially in the years to come. If 3rd party exclusivity disappears or gets more expensive? That's another blow. Then you have the weak PC sales!!! Then Sony has to worry that if Xbox's strategy is a success & they become a top publisher on all platforms. Then it will be harder for Playstation management to convince the board that porting to Xbox is bad business.
Removed - flaming/arguing
@BigRedPaper woah calm down dude. I own Xbox shirts and shoes and buy their anniversary stuff. They have rebranded from Xbox Game Studios to Microsoft Game Studios. Hope venting makes you feel better and saying people should die for their POv is worrisome. I comment on this site frequently. I'm all for more consoles, Nintendo and Sony dominate but I also own retro consoles and the Evercade. Settle down.
@Kilamanjaro I never said your heart should quit beating. You are nothing but a liar.
It's nothing like Sega. The cloud didn't exist. My cloud professor believed the majority of people would give up the bulkier devices for cloud services. Microsoft seems to be planning for the future. Playstation might want to focus on its self or they might not survive the transition. Only time will tell.
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