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[Matt_Fox]

One thing that repeatedly comes up with discussion of Xbox Magnus - now Helix (who knows what it will eventually be branded) - is 'who is this for?'

We have to get over the mental hurdle that video games are toys, and that they are for youth. I think there is a new market untapped within video gaming, and it's older gamers.

Those like myself who grew up in the early days of gaming and are now in their forties and fifties, and have a level of affluence where spending £1k on a beloved hobby isn't a big deal. Whether that be a golfing holiday, a fishing trip, collectables, a season ticket to sports, a wine collection, or a premium gaming console.

This more affluent consumer is a home-owner and likely already owns a PC, but that PC is in their study next to an upright office chair, and it's mentally-connected to work rather than play. Plus the sight of a 'gamer PC' covered in neon lights and tubes, targeted at edgy teenagers, is not something this consumer wants to own, nor do they want the headache of configuring graphics settings.

They want something more like the form factor of a high end stereo component, that will go alongside their large TV in a nicely decorated lounge and will work out the box. Knowing that it is the most high performance console, and is 'reassuringly expensive' (as a different ad campaign once used as its slogan) makes it aspirational and exclusive. These are plus points not negatives. If I was Microsoft this is the marketing strategy I would lean into.

There hasn't been a 'premium' console since the NeoGeo in the early 90s (inflation adjusted it was $1,500), which did alright, but when that came out this older more affluent demographic of gamer didn't exist. I saw a post by Ice-T yesterday talking about playing Resident Evil Requiem, he's 68 years old. If Microsoft are smart enough to market Project Helix at this new demographic of older affluent gamers I believe they will sell a decent amount (and the younger gamers might even tag along too if they believe it to be an aspirational luxury brand). My two cents worth. What think you?

Edit: And below is a pic of Xbox recent marketing. Look at the ages they are targeting. All I'm suggesting is that a route to success for this new console could be to go older, whether or not they have the will or foresight to change ingrained marketing strategy could be doubtful, just offering my thoughts.

 

[K' Dash]

I have the disposable income to buy this and I'm not interested at all. They need to give me reasons to buy this over a PC. Also, the neon lights and RGB anything are completely optional, my setup doesn't have tacky lights all over the place.

 

[StreetsofBeige]

Problem with this new system is it'll cost aot and whose it for?

A console gamer? So someone is going to have a console/PC hooked up to their big tv? Or a PC gamer who wants to do Xbox gaming, PC gaming and use the PC for normal stuff at a desk in front of a monitor?

If it's hooked up to a tv nobody is going to use it for Internet surfing or productivity pulling out a m/KB doing this in the living room tv

 

[corgiix3]

Its gona be a PC with ugly xbox branding on it. The worst part about PC gaming is windows OS. Steambox is way more appealing than this to me

 

[Artistic]

The plus side I think is having the dedicated Xbox install base wanting to carry over their digital libraries to Helix.

 

[PCS 7009]

Don't hear you.

 

[Kilau]

He Licks

 

[PauloRoberto]

It's a glorified stick, no more, no less. And zealots will rejoice with that...

 

[Elios83]

It's not a new demographic.
Target audience is those that want an easy to use, preconfigured and compact gaming PC at a 1000-1200$ price.
It's something that is going for a 5-10m installed base.
It's not a traditional console that is targeting 100+m sales. That's all.

 

[Knucklepux]

My biggest issue is you writing "a season ticket to sports"

Season tickets are thousands, not $1000

 

[pudel]

If it's hooked up to a tv nobody is going to use it for Internet surfing or productivity pulling out a m/KB doing this in the living room tv

Plug it into a tv....its a "console". Plug it into yr monitor....its a pc.

 

[MisterXDTV]

It's not a new demographic.
Target audience is those that want an easy to use, preconfigured and compact gaming PC at a 1000-1200$ price.
It's something that is going for a 5-10m installed base.
It's not a traditional console that is targeting 100+m sales. That's all.

Yeah, OEM PCs have existed for decades...

Now MS makes one and it's a revolution

LOL

 

[reinking]

The plus side I think is having the dedicated Xbox install base wanting to carry over their digital libraries to Helix.

This is the biggest pro I can think of for this approach. IMO, things start falling apart past that and I see more cons than pros. I could just be being slow and not seeing the whole picture yet.

 

[Ishma3L]

Xbox is a fickle bitch.

 

[Bojanglez]

Its gona be a PC with ugly xbox branding on it. The worst part about PC gaming is windows OS. Steambox is way more appealing than this to me

I got my kid a new gaming laptop the other day, it came with Windows so I let him get started on that with games that aren't fully supported on Linux yet, so he was playing Rocket League in a competitive match and half way through some kind of system update notification popped up on his screen and kicked him out of the game had the knockoff effect of him being put in a cooldown period for match matchmaking. He was going mental I just popped my head into his room and said "Welcome to Windows".

I hope Microsoft solve this kind of stuff for "project Helix" and when you hear that the new Windows architecture is supposedly more modular to cater for different flavours, then maybe there is hope, but I won't hold my breath.

 

[StreetsofBeige]

Plug it into a tv....its a "console". Plug it into yr monitor....its a pc.

It's a waste for console gamers if they don't care about the oc side of it. And a waste for oc users who don't care about Xbox.

They are going for a segment that wants to spend big money who wants Xbox and PC combined.

Tough sell.

 

[Topher]

think there is a new market untapped within video gaming, and it's older gamers.

Confirmed not for me

<---see tag

 

[Fbh]

As someone who might actually be interested in a product like this, my biggest question is if it's going to be upgradeable like other pre built PC's.
Spending $1200 or more on some machine where I can't just upgrade the GPU or CPU in a few years seems like a waste.

 

[Sethbacca]

Who is classing $450-750 (US) modern consoles as toys at this point? The market for the Helix if it's in the 1400-1500 range as anticipated is the same market as people who would just buy a high end gpu for their PC and I don't think there's a lot of overlap there with people who want a console that don't already have one. With FSR4/5 in play the visual differences will be negligible unless zoomed in 500%, but the extra FPS will be nice.

I dunno. I just don't see this becoming a thing unless you've got a large Xbox library and want to carry that forward.

 

[pudel]

It's a waste for console gamers if they don't care about the oc side of it. And a waste for oc users who don't care about Xbox.

There is always something someone dont care about. You get a machine which can play everything even yr old xbox games. Just pick what you need or use everything.

 

[Miyazaki’s Slave]

One thing that repeatedly comes up with discussion of Xbox Magnus - now Helix (who knows what it will eventually be branded) - is 'who is this for?'

We have to get over the mental hurdle that video games are toys, and that they are for youth. I think there is a new market untapped within video gaming, and it's older gamers.

Those like myself who grew up in the early days of gaming and are now in their forties and fifties, and have a level of affluence where spending £1k on a beloved hobby isn't a big deal. Whether that be a golfing holiday, a fishing trip, collectables, a season ticket to sports, a wine collection, or a premium gaming console.

This more affluent consumer is a home-owner and likely already owns a PC, but that PC is in their study next to an upright office chair, and it's mentally-connected to work rather than play. Plus the sight of a 'gamer PC' covered in neon lights and tubes, targeted at edgy teenagers, is not something this consumer wants to own, nor do they want the headache of configuring graphics settings.

They want something more like the form factor of a high end stereo component, that will go alongside their large TV in a nicely decorated lounge and will work out the box. Knowing that it is the most high performance console, and is 'reassuringly expensive' (as a different ad campaign once used as its slogan) makes it aspirational and exclusive. These are plus points not negatives. If I was Microsoft this is the marketing strategy I would lean into.

There hasn't been a 'premium' console since the NeoGeo in the early 90s (inflation adjusted it was $1,500), which did alright, but when that came out this older more affluent demographic of gamer didn't exist. I saw a post by Ice-T yesterday talking about playing Resident Evil Requiem, he's 68 years old. If Microsoft are smart enough to market Project Helix at this new demographic of older affluent gamers I believe they will sell a decent amount (and the younger gamers might even tag along too if they believe it to be an aspirational luxury brand). My two cents worth. What think you?

Older hobbiests have 4 gaming rigs in 4 different rooms and consoles in each as well as dedicated retro rooms, displays of all sizes and shapes…:some of us even have GameFly!!

Affluent hobbiests will spend crazy amounts of money to enjoy their hobby as long as it adds to the experience. A premium console that has no compelling content (to justify its existence) isn't a draw (at least for me).

Helix might just be the "surface line of consoles". Surface devices are "nice" but no way am I using one over an xps or ultra book.

I'll just buy the AIB solution (which will be superior) and get my games from other sources than the windows store.

Again just my outlook on the situation after spending the last 44 years of my life playing video games.

 

[Chittagong]

I think that is a good take, and it would offer Xbox a meaningfully different positioning. It got them nowhere doing a near identical positioning to PS5.

Not sure if this niche would be big enough carry a platform with third party support, or if Microsoft is savvy enough to do something meaningfully different though.

 

[Cumulus]

I have the money but I´m entirely lacking any interest in a castrated fixed-hardware PC.
If I want to PC-game in my living room I can simply use a cable or just get an ITX/HTPC form factor PC with whatever hardware I want. No need for anything with an Xbox sticker anywhere.

This thing tackles an issue that doesn`t exist.

 

[soulbait]

There is a lot of speculation in here without us even knowing truly how this is going to work.

For all we know, the "PC" games part is through PC gaming streaming (I doubt it, but with lack of actual details, it can be anything).

I think it is an interesting idea to be able to use both Xbox games and PC games on a single device. I personally am not a fan of PC gaming, so if the "Xbox" side of the console has similar issues that PC gaming can have (driver issues, trying to find the correct configuration settings for your system, cheating....) then it might turn me off from Xbox all together. But if it makes everything more seamless, without those issues, it might be a home run for me.

I am in a more wait and see camp. It will also be interesting to see how its "PC" side compares to the new Steam Box. If either are as simple as console gaming, where everything just works, then it could be a buy for me.

 

[icecold1983]

This "new demographic" who has absolutely zero concern for anything even remotely resembling value already has their preferred product lineup. Nvidia GPUs.

 

[Team Andromeda]

In your face, Xbox haters and trolls I can't wait

 

[Gp1]

This approach for MS explains why Sony pulled the plug on SP games on PC.

It will be a glorified Steam machine, which isn't something bad. And I believe that Microsoft will sacrifice upgradability to subsidize the hardware.

I'm definitely on the "wait and see" team.

I have the disposable income to buy this and I'm not interested at all. They need to give me reasons to buy this over a PC. Also, the neon lights and RGB anything are completely optional, my setup doesn't have tacky lights all over the place.

I have a beefy PC on a mini tower black case, not a single RGB in sight, a custom fan placement, plugged on 2 TVs...

I guess I'm on team Black Box console now.

 

[Sebastian1295]

I'm being honest. Is this an ad or are you trolling because you sound ridiculous no offense.

 

[RoboFu]

Well yeah with their set up ( aka no exclusives ). the only thing other that will set them apart is to be the most powerful, premium product. For PC gamers it will be all about the size of the box. It's a better steam machine already it just cannot be as big a a PC.

 

[DeepEnigma]

 

[Sebastian1295]

I think they brought back the xbox ambassadors program.

 

[Nankatsu]

If they seriously market it like the rumors have been saying, this is gonna bomb so hard and be Xbox's final nail in the coffin.

 

[Nydius]

Target audience is those that want an easy to use, preconfigured and compact gaming PC at a 1000-1200$ price.

Why would I want to buy a closed box "PC" when I could spring a few hundred more for a standard premade midrange PC that offers options for upgrading both hardware and software? Helix is going to be the worst parts of consoles (closed box hardware) and the worst parts of PC (closed OS, Windows-ish).

 

[RAIDEN1]

One thing that repeatedly comes up with discussion of Xbox Magnus - now Helix (who knows what it will eventually be branded) - is 'who is this for?'

We have to get over the mental hurdle that video games are toys, and that they are for youth. I think there is a new market untapped within video gaming, and it's older gamers.

Those like myself who grew up in the early days of gaming and are now in their forties and fifties, and have a level of affluence where spending £1k on a beloved hobby isn't a big deal. Whether that be a golfing holiday, a fishing trip, collectables, a season ticket to sports, a wine collection, or a premium gaming console.

This more affluent consumer is a home-owner and likely already owns a PC, but that PC is in their study next to an upright office chair, and it's mentally-connected to work rather than play. Plus the sight of a 'gamer PC' covered in neon lights and tubes, targeted at edgy teenagers, is not something this consumer wants to own, nor do they want the headache of configuring graphics settings.

They want something more like the form factor of a high end stereo component, that will go alongside their large TV in a nicely decorated lounge and will work out the box. Knowing that it is the most high performance console, and is 'reassuringly expensive' (as a different ad campaign once used as its slogan) makes it aspirational and exclusive. These are plus points not negatives. If I was Microsoft this is the marketing strategy I would lean into.

There hasn't been a 'premium' console since the NeoGeo in the early 90s (inflation adjusted it was $1,500), which did alright, but when that came out this older more affluent demographic of gamer didn't exist. I saw a post by Ice-T yesterday talking about playing Resident Evil Requiem, he's 68 years old. If Microsoft are smart enough to market Project Helix at this new demographic of older affluent gamers I believe they will sell a decent amount (and the younger gamers might even tag along too if they believe it to be an aspirational luxury brand). My two cents worth. What think you?

There was a reason why NeoGeo was the Rolls Royce of gaming for its time, no other system could provide virtually arcade perfect conversions for the home..if you wanted that, then it would have to come at a premium....just like how if the X68000 released in the West it would have given the other competitors out there - Commodore, Sega, Nintendo a run for their money and again, it would have been a high-end price, but the arcade quality you got with it, it would have been worth it..

 

[Jaybe]

Helix as a status symbol? Nice. I'm going to wear it around my neck like Flavor Flav.

 

[pudel]

If they seriously market it like the rumors have been saying, this is gonna bomb so hard and be Xbox's final nail in the coffin.

I dont know...in the current hardware market this could be even interesting for pc gamers. Might not need the chip for the backward compatibility, but you can ignore it and still get a decent prebuilt pc.

 

[IntentionalPun]

We don't know how much it will cost.

We don't know whether publishers will suddenly start supporting the Windows Store more or if they'll just keep releasing on Steam.

We don't know how good the UX will be or how much they will be able to console-ize it. Especially for the Steam experience (as it stands, you install games via Steam desktop and then you can add them to FSE, is that really console-like?)

Hell we don't even know how great the form factor will be.

 

[Unfortunatecookie]

You're not wrong in figuring out who their target audience is. I posted about it a few months ago, and it does appear that Xbox are going after older affluent gamers.

 

[Cyberpunkd]

I got my kid a new gaming laptop the other day, it came with Windows so I let him get started on that with games that aren't fully supported on Linux yet, so he was playing Rocket League in a competitive match and half way through some kind of system update notification popped up on his screen and kicked him out of the game had the knockoff effect of him being put in a cooldown period for match matchmaking. He was going mental I just popped my head into his room and said "Welcome to Windows".

I hope Microsoft solve this kind of stuff for "project Helix" and when you hear that the new Windows architecture is supposedly more modular to cater for different flavours, then maybe there is hope, but I won't hold my breath.

I used Windows on and off for 30 years, never had a major issue that required more than 5 minutes fix. The worst think was some Realtek sound driver on XP I had to install after googling for error code.

I love SteamOS, but Windows woes are 100% blown out of proportion.

 

[Svalr93]

When are they gonna go full circle and come back to this?

 

[HerjansEagleFeeder]

For me the whole appeal of this device will depend on how stable and coherent die UI / OS experience will be. If if have to deal with stupid Steam launchers, silently exiting binaries in the background, having to pull out a wireless keyboard to use certain parts of the experience and so on, this is instantly a turn off. Oh and Windows updates, viruses, copilot...

 

[viveks86]

My two cents

You are rich. We get it. Now give me your two thousand instead so I can buy the thing.

 

[Matt_Fox]

You are rich. We get it. Now give me your two thousand instead so I can buy the thing.

Being middle aged with money is nice, but I'd trade it for being broke and back in my 20s!

 

[tusharngf]

I may get this if GPU/RAM/SSD prices doesnt go down

 

[Fess]

I'm old but I already have a PC in the living room, more powerful than any console in the near future will be.

I'm still interested but to lure me in for a purchase they need to absolutely nail the Xbox backwards compatibility, with improvements and a disc drive, and a great console user-interface.

 

[Stuart360]

Even though my PC basically is a console (permanantly connected to my big screen tv, control my PC though my controller), i will never buy another console.
Having said that, i just have this feeling that this is going to do better than people think on here. Everytime things look rosy for Xbox, the console fumbles. Now everyone seems certain this will fail hard, and i feel it might do the opposite.

In fact its a shame PS6 wont be going this 1000 bucks price route because it would of been interesting to see if console gamers would actulaly pay that much for a console.

 

[xanaum]

The weirdest part about the argument that Helix would be some kind of premium relic for older, wealthy players is that this already exists. Anyone who wants that, people with real enthusiast or hardcore demands and willing to pay more, can just build or buy a high-end gaming PC, which would almost certainly outperform an Xbox Helix.

So it doesn't really feel like anything new or extraordinary for that audience.

⁸

 

[Insanemaelstrom]

I am slightly interested honestly.

A. It will probably have a way better built quality as compared to most OEMs and even personal builds.

B. It will probably be supported by third party devs for longer and more reliably. So better optimised games and longer life span.

The only possible drawbacks for me, are:
A. The price. If it's too expensive and just not a good value for money, 8 doubt I will pick it up.

B. If MS limits the windows part of the device. If it is full fledged windows without any locked away feature, than I am interested otherwise it would serve no purpose.

 

[Shifty1897]

The weirdest part about the argument that Helix would be some kind of premium relic for older, wealthy players is that this already exists. Anyone who wants that, people with real enthusiast or hardcore demands and willing to pay more, can just build or buy a high-end gaming PC, which would almost certainly outperform an Xbox Helix.

So it doesn't really feel like anything new or extraordinary for that audience.

⁸

I am a former PC gamer who mainly uses a PS5 Pro now, and I can say I prefer the console experience over PC. It might just be a me thing, but when I was a PC gamer I spent so much time fiddling with settings to get the best image quality to performance ratio. All that time spent benchmarking, watching DF videos, updating drivers, etc instead of just playing games. I know some people prefer that and that's great but I think some people have more money than time or technical experience and just want to play a good looking game.

That being said, I don't see a future where the Helix is for me since I already have a PS5 Pro.

 

[OuterLimits]

I haven't owned a Xbox since 360 but I'm intrigued by Helix. At least they are trying a different approach this time after 10+ years of debacle.