Honestly, he's done some reasonable things. For me, this is what he has done right.
- Helped XBOX recover from the horrendous launch of the XBOX One
- Invested in game studios to help create a first party team for XBOX
- Majorly controlled the mind share of the audience with constant communication
- Provided a better understanding to Microsoft about the games industry
- Moved away from Kinect and the focus on media/TV with the XBOX brand
- Launched two consoles that for better or worse are actually reasonably well thought out products (Even if their policies aren't, i.e. it has to run on X AND S)
- Maintained a reasonable commitment to backwards compatibility, going back to the original XBOX
But for me, this is where it ends. It's clear that Microsoft couldn't really come up with any real strategy that would be meaningful in the overall gaming world.
Microsoft are trying to buy love.
Watching people cream over Microsoft spending money, quite honestly is frustrating. It's like watching Manchester City - or any other money dominated sport. They're losing money on GamePass, which you cannot argue against in terms of value. But the money it's costing to run GamePass is incredible and even Indie gamers are now starting to say, all those awesome deals Microsoft used to offer on there? They're drying up and fast. GamePass has not grown the XBOX install base significantly enough to prove it's worth.
The XBOX first party line-up, even after acquiring Bethesda and ABK, still is nowhere near the point that I would even consider buying an XBOX - and more embarrassingly, they're bringing their titles to competing platforms, because I think the higher, higher ups have realised that someone has shit the money bed now and it's a problem. When Microsoft first announced they were buying studios and announced the first five acquisitions, I was originally very supportive. If Microsoft could really fuel these studios, use their expertise in software development to help them create amazing technology to power amazing games with an open cheque-book, then I thought Sony and Nintendo will really have to step up their game. Unfortunately, it didn't stop at a
few studios... and I am completely against console manufacturers acquiring publishers. But - Microsoft have now opened those flood gates. They've contributed to the market consolidation that I really do despise and if say for example, Sony acquire SquareEnix and say you'll never see another Final Fantasy or SE title on XBOX again, they'll only have themselves to blame. And to be 100% clear, I did not approve of Sony acquiring Bungie, although, that's evidently one of the worst pieces of business Sony have ever done.
Realistically, for the money he has spent, XBOX should be top of the league table (using the football reference once more)... and they might be playing Europa league, but they're not top. They have spent about half the value of Sony as a company on XBOX and they're still third. They're so hard boiled American on their idea's that the console just doesn't appeal to me and sometimes looking through the store when I visit my friends house it's like looking at carbon copies of games I've never heard of before. Phil hasn't really done
anything ground breaking, that isn't spending some sum of money. I like his gamer first attitude and he does appear to be a shrewd snake in the grass. Perhaps he's got a plan that isn't quite obvious as of yet... but it'll come due, in time. Sadly, if he was replaced tomorrow, all I'd remember him for is the acquisitions and that's not really innovation, is it? It's not bringing anything new to the table in any way at all.
XBOX is still neglected by Japanese companies because the mantra and direction of the business doesn't suit them as much. Developers, publishers and indie's are more openly saying now that they make far more money from releasing games on Nintendo Swtich or a PS5/PC release etc because GamePass has devalued games. I think they've almost alienated themselves in a way and I'll be damned if Starfield has broken even, however the fuck Microsoft would measure that. That's why I'm sure we'll see a Starfield release on PS5 in the future. Maybe not soon, but inevitably, it's money they're leaving on the table and it's not great for them.
At this point, I'm really thinking XBOX have missed the biggest opportunity they have had, which is to be the worlds biggest third party manufacturer. They don't have to completely abandon hardware. I think Steam Machines were a great concept that unfortunately was done by the wrong company. I think Microsoft should have licenced out the XBOX branding, let companies like HP, Samsung, Asus, Lenovo etc. Make XBOX devices, providing they stick to the regulations Microsoft require them to meet - and go multi-platform. I think that would be huge and the best thing for gamers and gaming at large.
OR
You actually build a first party line up that make incredible games. Foster them, support them, help them to thrive - and go again. Push your console, innovate with your console, drive people to your platform with incredible games and see how they go from there.