Xbox Xbox General Discussion 2K26
- Thread starter BDK
- Start date
Xbox definitely trying to be more pc friendly this gen for sure. And next gen it will have been merged with the platform more as Helix is basically a PC.
Define more PC friendly? I am only asking because you represent those who don’t game on Xbox, and or didn’t take advantage of game pass on PC.
Every console for the past few generations have been PCs. People had Linux on PS, and Sony eventually made it official later. Dreamcast used a custom version of windows, as had every Xbox, the first two which used a variant of windows nt and something else, from the one time now it’s been a custom version of, shoot, I forget, but it was the one that used tiles, definitely not seven lol helix will become more PC like because games stores, and pc will become more Xbox because Xbox game store. Even Epic said they’re working with Xbox to get their store up and ready for the next gen console, someone at rockstar even said it was a console. My guess them just be apps with a fixed minimum system requirement for games to work on helix like Steam does for the Steamdeck
Some people don't like that Project Helix has native console ability as well as PC ability all in one. Heaven forbid Microsoft support their own products.
Having a Xbox full screen experience that's new to PC sounds better than whatever they have now with the Xbox app. That thing was ok but definitely had more performance or crash issues with those builds than let's say Steam version. It's pretty well known and documented too by Jez and DF. Also introducing other store fronts like Steam and Epic sounds very much like PC too. Excited to see how it all comes together though that's for sure !
Xbox is insane busy for their 25th Anniversary. Games Games Games.
The lack of themed consoles or even Wraps is very disappointing.
Imagine an original Xbox themed Series console.
I keep trying to proclaim the greatness of Play Anywhere as its a pretty pro consumer concept. BUT my GOSH, MS/Xbox really need to fix the Windows store and the Xbox PC app. I wanted to play Halo Infinite campaign last night on my PC and when I say it was an ordeal and a half I'm not kidding. Issues that haven't been fixed on the PC side for YEARS had me troubleshooting all night. By the time I got a workaround working, it was late and I went to bed. IF Helix is to have any chance, they've got to put some resources to the PC side of things because the average gamer is not going to put up with this kind mess when Steam, GOG and others exist.
I agree. When it works, it's great. But there has been iffy moments where it's frustrating and not allow you can do to troubleshoot. I think it's still an issue with Crimson Desert. I had an issue trying to launch Towerborne. I would say it works 90% of the time, but that's not good enough. And if MS is pushing people into a hybrid system, then this needs to get ironed out big time.
I lean that way most days.
While I have a fully capable PC and handheld (now). I enjoy the ease of firing a game on console.
Why did Microsoft end 'This is an Xbox' marketing? Microsoft responds — "It didn't feel like Xbox."
NewsBy Jez Corden published 5 minutes ago
Microsoft's controversial Xbox marketing campaign "This is an Xbox" was almost immediately ended after new CEO Asha Sharma came on board. Microsoft explains why.
Microsoft made a string of controversial decisions over the past couple of years, arguably across its entire stack. Whether it's AI, Windows design decisions, or de-emphasis on Surface — few have been as prolifically controversial as Xbox.
Xbox ended the practice of exclusive games for its first-party studios, effectively robbing Xbox Series X|S of a unique selling point. Fable, Gears of War, Forza, and even Halo itself will launch on PlayStation, despite the fact PlayStation is doubling down on exclusive content with a widely-reported mission to pull games from Steam and Windows PC.
In attempts to explain its mission, Xbox commissioned a new marketing campaign, dubbed "This is an Xbox." This controversial marketing beat tried to promote Xbox as an "everywhere" kind of brand. Xbox has been leaning hard into the trend that people increasingly just play games wherever and aren't explicitly loyal to a specific platform.
I wrote previously about how the "This is an Xbox" marketing campaign didn't make a lot of sense. It seemed to promote the idea of not buying Xbox products. I haven't been able to find a similar marketing campaign in history that actively discouraged users from buying the promoting company's products. It also targeted users who are by Microsoft's own analysis, not brand loyal, and would inevitably gloss over this type of marketing.
Xbox - This Is an Xbox - YouTube
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The marketing campaign proved controversial both with Xbox customers and fans, as you might expect, but also internally, as many Xbox staffers I spoke to felt like their efforts were being undermined to promote competing products and platforms. Indeed, Microsoft partnered with the likes of Samsung and LG on "This is an Xbox" ads, which actively discouraged users from buying Xbox hardware, and instead subscribe to Xbox Cloud Gaming via their phones or TVs instead.
Either way, it seems like the controversy had already reached incoming CEO's Asha Sharma, whose first move after coming on board was to nix the entire campaign.
Websites dedicated to the campaign were shuttered, leaving Xbox watchers wondering if it was a coincidence or a direct result of Asha Sharma's intervention. Microsoft just responded to our request for comment explaining why it decided to move away here.
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"Asha retired 'This is an Xbox' because it didn't feel like Xbox," a Microsoft spokesperson explained. "She is personally leading a reset of how we show up as a brand."
Microsoft hasn't always been great at marketing. The Surface RT launch was notoriously mocked for an ad showing dance choreography rather than the actual device, for example. It took the feedback on board, though, and followed up with some pretty legendary ads for the Surface Studio and the Surface Book.
Xbox has had some pretty strong eye-catching marketing beats in the past, but has arguably struggled here in recent years. The Xbox Series X|S sold well out of the gate to passionate fans, but didn't resonate with the wider less-connected addressable audience. I'm no marketing expert, but the complete lack of visibility for these devices in the public consciousness has to have played a role here, even if general trends point to users being more interested in PC gaming as of late. Nintendo itself has reportedly cut production on the Switch 2 due to missing internal projections, and PlayStation just increased the price of the PS5 by $100 in the U.S. due to global economic conditions. C
So it's ok to hate on the marketing now right ? Hindsight is 20/20... I never liked it from the beginning when they first said it. Was confusing af and brand was devalued.
2026 feels like historic Xbox:
Fable
Gears of War
Forza
Halo
Seriously. I couldn't be any more happy.
Fable
Gears of War
Forza
Halo
Seriously. I couldn't be any more happy.