Bringing In The Green

We’re all aware that Microsoft have big plans for cloud gaming, I am a fan, I won’t dismiss it as I’ve always believed in technology and moving forward. It’s something they’re still very much behind in terms of the competition in terms of graphical fidelity and getting game ownership right. But also, Game Pass is the big focus as we also know now because Microsoft plans multiple tiers. Tiers that include solely cloud gaming, ad-based Game Pass and the family plan which is something Microsoft plan to keep their subscription cost down. Offering what they want us to believe is ‘value’ on their terms.

There is a problem with that, the very fact it’s on their terms and they’re the only ones in the conversation on this. You’re probably wondering, well what do you mean by that? Well, look. Over the course of the last few months with Xbox, it’s been either, good things like their magnificent showcase or them leading the room on things that don’t particularly matter to the average gamer. Sure, there has been an increase in cloud gaming usage, but Microsoft are nowhere near the competition when it comes to cloud gaming. If they want to lead with that, they’re going to have to do a lot more to improve what they’re offering.

With that, the improvements will come in time, going into the next generation I believe. But also, it’s all a bit of a mess. The communication from the team in green, that is, and it’s getting gamers on that side a bit ‘twitchy’. Twitchy in the sense, they don’t know what the future of Xbox is anymore. While also, being nervous about what all this cloud gaming stuff is that’s being rammed down their throats is going to mean for them and for the games they actually own.

Because cloud gaming, for all it’s benefits, playing everywhere, on any device, it’s not what gamers of our generation are used to. That in a sense, brings them cause for concern because of how cloud gaming and game ownership tend to be something that don’t all that well go together.

So it’s all going to be about messaging and how you bring that conversation forward to a new generation of players. If you cannot speak to the current generation in the way you want to. It’s about balance and finding out how to appease all parties and giving off the right narrative. That boils down to marketing. Which funnily enough, Xbox cannot seem to afford, but anyway, jokes aside. Xbox are finding it all quite difficult at the moment. They’re going to have to get that right as well, especially if they want any chance to stay in the conversation with people who have been loyal to the brand for many years.

It’s okay going after a new generation, but at least, stay in the conversation with those that are still very much dedicated to your brand. In that sense, it worries me because I think we’re going to see PlayStation and Nintendo really fire on all cylinders next generation. I think Microsoft has to get the messaging right for their next hardware or it could very much be their last. Whether they’re concerned about that I don’t know because cloud is now very important to them. Especially when in 2025 they’re going to be making 5 billion in Game Pass revenue from those price increases recently. If anything, an improvement in cloud gaming and playing pretty much anywhere might actually be worth more to them than their current console hardware owners. That is a problem in itself, if they don’t want to play the balancing role.

At the same time though, they’re going to have to be clear, otherwise Xbox could find a lot of players pulling away from them and looking for greener pastures.