Microsoft has confirmed release date and availability details for the ROG Xbox Ally X, its upcoming gaming handheld made by Asus, but notably held off on confirming how much the device will cost.
Actually I think this is the only way to save Xbox, at least as a very first baby step. I’d bet you dollars to donuts that in ten years, there will be no functional distinction between Xbox and Windows gaming, and Xbox games will be running on PCs.
That’sa marketing campaign, not a strategy. To be clear, I’m saying native Xbox games will run on Windows and vice verse, which is a lot more than a marketing campaign based on what devices can stream cloud games.
So in ten years Xbox won’t exist as a brand at all?
I agree. No need to take the bet.
I think what you’re describing is exactly what Microsoft is doing. Except I think it’s incredibly short sighted from a business, consumer, and brand perspective.
IMO, It’s basically the brand equivalent of seppuku.
With no functional distinction between Xbox and Windows, you just get the entirety of the Xbox ecosystem silently competing with all of Steam. But even worse: it’s now just the word Xbox on Windows. And everyone really hates Windows at the moment. It’s bleeding OS marketshare to Linux like nothing I’ve ever seen.
So they want to put the entirety of Xbox recognition on a Platform (PC) that their console users won’t be familiar with, and the OS they’re integrating it with is actively losing users. Mostly to Linux. Which Steam has an entire OS built on top of that anyone can use for their games for free.
So the consumer choice for PC users will be between:
Steam OS based on Linux for free. Runs all steam games and has a desktop mode for all other apps.
Windows 11 for $hundreds, smaller pool of games + worse performance.
I don’t think people are going to choose option 2 just because the word Xbox is in it somehow. Some might, but this is just HBO becoming MAX all over again, but without the escape plan of returning to HBO.
Destroying a console AND brand just to compete with Steam with an inferior product is incredibly dumb, and incredibly Microsoft.
I don’t think they’ll scuttle the brand, I think they’ll make Xbox a standard for compatibility backed up by custom hardware targets. Like the generation after next might be System X and System S, but you could have a custom PC build that certifies as “exceeds System S” and thus any app can reliably run at that level of quality as a guaranteed minimum. You could still buy an Xbox, but it would be more like a Steam Machine. And a handheld would simply be “any System S certified handheld, including the Xbox first party device”.
I agree this is clever, and a decent shot at evolving what an “Xbox” is. I just think it’s spreading the brand thin when it’s already been stretched far. While it would be very convenient and cool to have a certified Xbox machine, outside of CoD or Overwatch, there’s not much software that makes the Xbox brand as a recognizable game service valuable.
Basically, If all Microsoft has to offer on our Xbox PC’s are CoD and Overwatch, then that is what the name “Xbox” will be worth. I would not say either of those games have a bright future, let alone one that’s uniquely identifiable as “Xbox.”
So while I agree that Microsoft is making sure everything can be an Xbox, I disagree that will increase its brand value. I think, if anything, it will just further dilute the value of Xbox as a service or name that people relate to for games. If the only games offered are ones that have shrinking crowds, then what else is growing them that Xbox offers?
Imo, more entry points into having an Xbox doesn’t mean there’s more of a reason to enter.
It’s possible you’re right, but strategically, I think the Xbox brand is a lost cause on its own. PlayStation is just beating it up and stealing its lunch money at this point. On the PC side, Steam rules the roost and makes money hand over fist running other people’s games on other people’s operating systems. So it looks to me like the only valid move is to see if the combined PC/Xbox ecosystem can compete with either of them or, optimistically, both.
The catch will be that they need to position it properly and we all know how awesome they are at that coughxboxonecough. If they sell it as “buy an Xbox like you always have and it’ll play tens of thousands of PC games too OR buy a Windows PC and it can play Xbox games natively or with backwards compatibility now” then I think they have a shot.
I mean, imagine being able to play every Steam Deck-compatible game on your Xbox console OR your Xbox handheld by default, even if you bought it from Steam. That’s a goddamn value proposition if I ever saw one. Then they just need to try and win market share from Steam through distribution and ecosystem, which would be their next big battle.
Of course, I say all this as though they aren’t going to epically deuce the futon like they always do.
Interesting strategy! And thank you for describing it in detail as well! If I sounded condescending at all, it was certainly towards Microsoft 😉 But you’re right - that path is worth pursuing for that value proposition. It’s a safer path than others as well.
Agreed it’s almost destiny that the futon will be dueced. But at least this approach could make things interesting 🤘
You’re all good! You didn’t come across as condescending, just rightly pessimistic about Xbox’s brand. My friends and I have been diehard Xbox players for decades at this point, and now we’re all starting to feel like Microsoft is dropping every ball they can get their hands on. It’s depressing.
Actually I think this is the only way to save Xbox, at least as a very first baby step. I’d bet you dollars to donuts that in ten years, there will be no functional distinction between Xbox and Windows gaming, and Xbox games will be running on PCs.
They’ve already stated that intent last November. Everything is an Xbox
That’sa marketing campaign, not a strategy. To be clear, I’m saying native Xbox games will run on Windows and vice verse, which is a lot more than a marketing campaign based on what devices can stream cloud games.
So in ten years Xbox won’t exist as a brand at all? I agree. No need to take the bet.
I think what you’re describing is exactly what Microsoft is doing. Except I think it’s incredibly short sighted from a business, consumer, and brand perspective.
IMO, It’s basically the brand equivalent of seppuku.
With no functional distinction between Xbox and Windows, you just get the entirety of the Xbox ecosystem silently competing with all of Steam. But even worse: it’s now just the word Xbox on Windows. And everyone really hates Windows at the moment. It’s bleeding OS marketshare to Linux like nothing I’ve ever seen.
So they want to put the entirety of Xbox recognition on a Platform (PC) that their console users won’t be familiar with, and the OS they’re integrating it with is actively losing users. Mostly to Linux. Which Steam has an entire OS built on top of that anyone can use for their games for free.
So the consumer choice for PC users will be between:
Steam OS based on Linux for free. Runs all steam games and has a desktop mode for all other apps.
Windows 11 for $hundreds, smaller pool of games + worse performance.
I don’t think people are going to choose option 2 just because the word Xbox is in it somehow. Some might, but this is just HBO becoming MAX all over again, but without the escape plan of returning to HBO.
Destroying a console AND brand just to compete with Steam with an inferior product is incredibly dumb, and incredibly Microsoft.
I don’t think they’ll scuttle the brand, I think they’ll make Xbox a standard for compatibility backed up by custom hardware targets. Like the generation after next might be System X and System S, but you could have a custom PC build that certifies as “exceeds System S” and thus any app can reliably run at that level of quality as a guaranteed minimum. You could still buy an Xbox, but it would be more like a Steam Machine. And a handheld would simply be “any System S certified handheld, including the Xbox first party device”.
I agree this is clever, and a decent shot at evolving what an “Xbox” is. I just think it’s spreading the brand thin when it’s already been stretched far. While it would be very convenient and cool to have a certified Xbox machine, outside of CoD or Overwatch, there’s not much software that makes the Xbox brand as a recognizable game service valuable.
Basically, If all Microsoft has to offer on our Xbox PC’s are CoD and Overwatch, then that is what the name “Xbox” will be worth. I would not say either of those games have a bright future, let alone one that’s uniquely identifiable as “Xbox.”
So while I agree that Microsoft is making sure everything can be an Xbox, I disagree that will increase its brand value. I think, if anything, it will just further dilute the value of Xbox as a service or name that people relate to for games. If the only games offered are ones that have shrinking crowds, then what else is growing them that Xbox offers?
Imo, more entry points into having an Xbox doesn’t mean there’s more of a reason to enter.
It’s possible you’re right, but strategically, I think the Xbox brand is a lost cause on its own. PlayStation is just beating it up and stealing its lunch money at this point. On the PC side, Steam rules the roost and makes money hand over fist running other people’s games on other people’s operating systems. So it looks to me like the only valid move is to see if the combined PC/Xbox ecosystem can compete with either of them or, optimistically, both.
The catch will be that they need to position it properly and we all know how awesome they are at that coughxboxonecough. If they sell it as “buy an Xbox like you always have and it’ll play tens of thousands of PC games too OR buy a Windows PC and it can play Xbox games natively or with backwards compatibility now” then I think they have a shot.
I mean, imagine being able to play every Steam Deck-compatible game on your Xbox console OR your Xbox handheld by default, even if you bought it from Steam. That’s a goddamn value proposition if I ever saw one. Then they just need to try and win market share from Steam through distribution and ecosystem, which would be their next big battle.
Of course, I say all this as though they aren’t going to epically deuce the futon like they always do.
Interesting strategy! And thank you for describing it in detail as well! If I sounded condescending at all, it was certainly towards Microsoft 😉 But you’re right - that path is worth pursuing for that value proposition. It’s a safer path than others as well.
Agreed it’s almost destiny that the futon will be dueced. But at least this approach could make things interesting 🤘
You’re all good! You didn’t come across as condescending, just rightly pessimistic about Xbox’s brand. My friends and I have been diehard Xbox players for decades at this point, and now we’re all starting to feel like Microsoft is dropping every ball they can get their hands on. It’s depressing.