Microsoft's E3 2018 Xbox strategy: If you can't beat 'em, buy 'em
Commentary: The Xbox One has an exclusives problem. Can Microsoft buy its way out?
Sean HollisterSenior Editor / Reviews
When his parents denied him a Super NES, he got mad. When they traded a prize Sega Genesis for a 2400 baud modem, he got even. Years of Internet shareware, eBay'd possessions and video game testing jobs after that, he joined Engadget. He helped found The Verge, and later served as Gizmodo's reviews editor. When he's not madly testing laptops, apps, virtual reality experiences, and whatever new gadget will supposedly change the world, he likes to kick back with some games, a good Nerf blaster, and a bottle of Tejava.
When Microsoft says it had 50 game reveals at the show, 18 of them with "exclusivity," it's counting tiny indie games and mere updates to existing games like Sea of Thieves and the popular PlayerUnknown's Battlegrounds toward that total. (PUBG players on PC, meanwhile, are already testing the update.)
I might have missed one, but the only major exclusive I count coming to Xbox One before the end of the year is a new Forza Horizon 4 racing game.
The lack of exclusives is a problem, because it tells Xbox One owners they might have been better off buying a PlayStation 4, which keeps getting beautiful, big-budget story driven exclusives like clockwork, including the incredible God of War, Detroit: Become Human, Horizon: Zero Dawn and Uncharted. Next up: Spider-Man, the intriguingly weird Death Stranding and The Last of Us Part 2.
Admittedly, there's room for both PS4 and Xbox One to make some serious cash. "We recently announced a record start to the year with
revenue at Microsoft increasing 18 percent year over year, reaching $2.25 billion," writes a Microsoft spokesman.
"Xbox Live monthly active users increased 13 percent year over year, reaching 59 million and in their first year, Mixer and Xbox Game Pass have been great contributors to growth in players and engagement."
But after cancelling hugely-hyped exclusives like Scalebound and Fable Legends, and seeing mixed results from previous ones like
and Sunset Overdrive, the company's reputation is still in jeopardy.
So Microsoft's trying a time-honored technique: It's pulling out the "moneyhat."
At E3 2018, the company announced it's in the process of buying fourentire game studios, including Ninja Theory (Hellblade), Undead Labs (State of Decay), Compulsion Games (We Happy Few) and Playground Games (Forza Horizon series), plus creating another internal studio known as The Initiative.
Since those studios were already building games for Xbox, the unspoken message is pretty clear: Microsoft's buying more exclusivity here. (Never mind that We Happy Few is coming to PS4 and PC as well.)
A Microsoft spokesman told CNET: "When we look at our full first-party portfolio, it's important we're investing in a long-term plan that will ensure we have a consistent pipeline of quality content for fans. These were investments we saw an opportunity to make this year."
Another unspoken message: There's no guarantee the games that result from those deals will appear on Xbox One anytime soon. And Microsoft may have more exciting places to put those games than the Xbox One, anyhow.
But as Netflix, Hulu and Amazon Prime have shown, streaming services need exclusive content just as badly as boxes like an Xbox or PlayStation. Maybe more so, since a fickle user can easily switch loyalties without buyer's remorse. If you switch from Sony to Microsoft today, you've gotta justify those hundreds you spent on a PlayStation.
Me, I'm not convinced these particular studios will necessarily be the ones to create must-play exclusives. But they might allow Microsoft to make greater booms with big guns like Halo, instead of saving its press-conference-shattering, "One More Thing" final reveal for a game like Cyberpunk 2077 -- which, of course, is coming to PS4 and PC too.