- Matt Booty, head of Xbox Game Studios, discussed the brand’s biggest competition in a recent interview
- He says it’s “not another console” like the PlayStation 5 or Nintendo Switch 2
- Xbox now competes with apps like TikTok and other forms of entertainment
Xbox Game Studios head Matt Booty said the brand now competes more with platforms like TikTok and other forms of entertainment than rival console makers.
These comments come from a recent interview with the New York Times following the announcement of Halo: Campaign Evolveda game that is expected to come to PlayStation 5 in addition to PC, Xbox Series X and Series S when it launches next year.
“We’re all about meeting people where they are,” Booty said.
“Our biggest competition is not another console,” he continued. “We’re increasingly competing with everything from TikTok to movies.”
This philosophy seems evident in recent Xbox marketing, including the somewhat controversial “This Is an Xbox” campaign that focuses on how gamers can experience Xbox titles on all sorts of devices, from smart TVs to virtual reality headsets and laptops.
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Your eyeballs are a commodity
While this might seem like a strange strategic shift that could alienate Xbox’s core audience who enjoy exclusive games, Xbox is one of many gaming brands that finds itself competing in an increasingly challenging attention economy.
According to recent data from the Circana Player Engagement Tracker, live service titles like Fortnite, Call of DutyAnd Roblox continue to dominate on consoles, reducing the time players spend in more traditional gaming experiences.
Upcoming releases like Halo: Campaign Evolved We must compete not only with these titans in the gaming audience, but also in the entertainment provided by devices like cell phones that occupy the time of more casual gamers.
According to Statista, TikTok has more than two billion users worldwide, while viewers watched more than 100 billion hours of Netflix content in just the first six months of this year.
By lowering the bar for accessing Xbox content through cross-platform releases and services like Xbox Cloud Gaming, Microsoft is clearly hoping to attract this audience.
Will the strategy pay off? We’ll just have to wait and see.
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