Yep. Xbox is simply unable to effectively compete with PlayStation in its strongest markets, US & UK, and it's getting torn apart even worst in Europe, Asia, and the ROTW. People thought I was crazy for speculating they were trending behind XBO sold-through by the end of 2022 but I guess that isn't looking so crazy now, is it?
There is just little to no momentum for Xbox in these markets and a good part of that is because of the sheer momentum Sony and Nintendo have. But their momentum is reward for just being better competitors in an open market, it's not a result that in and of itself should enable Microsoft to try buying their way to relevancy. So the fools who think them being in 3rd is going to be useful ammo to buy up more publishers are in for a very rude awakening; regulators actually don't mind market dominance when it involves real competition, and there will always be losers in that game. Microsoft just happens to be the loser in this instance.
I think Microsoft's best hope is to just ensure their 1P is as polished and consistent as possible, and really build their 1P up so that their 10th-gen Xbox can enjoy the fruits of that labor similar to how PS4 enjoyed the fruits of PS3's labor when that system was in the process of rebuilding itself from a bad start. But I can say this right now: if Starfield is not the magnum opus people in the fanbase clearly think it should be, if it launches as a technical mess, if it doesn't do well critically with the gaming community...then I think Microsoft's prospects as a platform holder are finished.
Their future as a platform holder worth having trust in and inspiring people great things for future big 1P games that aren't Forza, kind of hinges now on how Starfield performs. It's become that symbolic and that's in large part because of how terrible Halo Infinite has performed. If the worst-case scenario plays out, I think Microsoft are just better off transitioning Xbox into a PC gaming-centric brand hardware-wise and going fully multiplatform. That way they can divert focus on Xbox as a traditional console (which clearly aren't paying off) and put that towards their mobile storefront, which is a new frontier they could actually be quite successful with if something like Xbox isn't acting as a distracting anchor.
Keep in mind, I'm not saying MS should shutter Xbox hardware altogether. I just mean managing it on a traditional console business model, wouldn't be a smart move anymore. So, make them Windows machines geared towards fine-tuned gaming (take a page out of Valve's book with Steam Deck and Steam Machines), and for next gen, priced closer to a NUC-style PC where they can profit off the hardware Day 1. For Series S & X, just offer a full Windows upgrade for $199. Since PS and Nintendo aren't actually competitors anymore, no reason to not bring all XGS/Zenimax/ABK games to them (provided they can run the games). Focus on expanding Game Pass to more platforms, focus on your mobile storefront.
All upsides, little to no downsides.
Must've pained Welfare to type that. Although even I'm surprised the gap between both platforms is that large here in the US. Just shows how much Xbox as a brand is regressing even in its strongest territories.
