Xbox promises more consoles but new adverts say you don’t need one

Microsoft’s Gaming CEO has said there’ll beryllium much Xbox consoles aft the Xbox Series X/S, but don’t expect a mid-generation upgrade.

Xbox’s existent strategy has been to grow its scope done multiplatform games and putting Xbox Game Pass connected different devices, but this connection has raised a batch of questions astir the company’s aboriginal successful the console business.

While Microsoft has been pushing Xbox Game Pass for years already, this multiplatform propulsion has accelerated pursuing poor income of the Xbox Series X/S – with executives already openly discussing plans for the adjacent generation.

If determination was inactive uncertainty astir Microsoft’s aboriginal successful the console concern though, Microsoft Gaming CEO Phil Spencer has reaffirmed the institution has much hardware successful the pipeline.

‘We’ll decidedly bash much consoles successful the future, and different devices,’ Spencer told Rolling Stone.

While helium doesn’t springiness immoderate details connected the distinction, ‘other devices’ is apt a notation to Xbox’s plans for a handheld console (Americans bash not mostly notation to handheld consoles arsenic literal consoles) – with this punctuation implying that it mightiness not straight subordinate to the company’s adjacent gen plans.

In airy of Sony’s PS5 Pro console, Spencer was besides asked astir the chances of a mid-generation upgrade for the Xbox Series X, and helium implied that 1 isn’t connected the cards.

‘We deliberation astir hardware that tin make unsocial worth for our players oregon creators connected our platform,’ Spencer replied. ‘We don’t request to bash incremental hardware for our ain benefit. Does a caller instrumentality truly springiness you a unsocial acquisition connected surface successful immoderate way?

‘[It’s] little similar the aged days, going from the archetypal Xbox to 360; that was the modular defintion to precocious definition. Now, [it’s] harder to amusement the benefits.’

Summing up Xbox’s ngo moving forward, helium adds: ‘We are trying to expand, ‘What does an Xbox mean?’ I privation Xbox to beryllium thing 20 years from now. I deliberation successful bid for Xbox to beryllium vibrant, beryllium successful, it needs to beryllium astir aggregate pieces of hardware.’

This connection is the driving connection down a caller Xbox selling campaign, which includes an advert showing radical playing games connected assorted devices (laptops, tablets, and phones) with the connection ‘This is an Xbox’.

Microsoft is pushing this connection aggressively beyond TV adverts too, with ResetEra users highlighting caller Xbox posters discovered connected the conduit successful Sydney, Australia. As good arsenic the mean ‘This is an Xbox’ posters, determination are besides others that accidental ‘this is the door’ and ‘this is wherever you stand’ plastered crossed the walls and floor.

While you tin spot what Microsoft is going for, the code comes disconnected arsenic somewhat patronising erstwhile divorced of the context, which is lone made wide successful a abstracted poster alongside it highlighting ‘All these things are Xboxes’.

If Microsoft is committed to making much consoles, it feels unusual to spot adverts proudly emphasise however you don’t request an Xbox console to play its games – adjacent if dedicated hardware moving guardant is lone a tiny portion of Xbox’s wide plan.

It’s besides important to enactment that portion Spencer is saying they are committed to the console concern now, it’s wholly imaginable things could alteration down the line.

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