With Microsoft’s acquisition of Activision-Blizzard and its extensive lineup of development studios, the tech giant, and by extension Xbox, has solidified its position as the largest third-party game publisher in history. So, when Xbox head Phil Spencer mentioned in an interview with Gamertag Radio that future Xbox games might also be available on platforms like Nintendo and PlayStation, it sparked quite a buzz—but upon reflection, it seems quite a savvy move.
Spencer’s remarks, such as “I want people to be able to experience the games that we build, the services that we offer on as many devices as we can,” alongside “We obviously love the native experience that we have on our own platform and our own hardware, and that’s something that will continue for us,” were part of a conversation with Danny Peña and Parris from Gamertag Radio on YouTube. This engaging twenty-six-minute interview is packed with industry insights and nostalgic moments about Xbox’s past, from the original console to the 360 era.
For those unfamiliar with the gaming console landscape, here’s a brief history lesson: Remember Sonic the Hedgehog? The beloved blue speedster started off in a series of games that were exclusively available on Sega consoles until Sonic Adventure 2 was ported to the GameCube. Sega’s last foray into home gaming consoles, the Dreamcast, was unfortunately overshadowed by Sony’s more powerful PlayStation 2, forcing Sega to evolve into a third-party developer. Ironically, this gap in the market was swiftly filled by Microsoft’s Xbox.
In the nascent days of what would become the first Xbox, known then as the “DirectX Box,” there was compatibility with Sega Dreamcast games, possibly because the Dreamcast was already friendly with Windows CE. Although this compatibility didn’t carry over into the final version of the Xbox, several sequels of Dreamcast titles, such as Jet Set Radio Future, found a new home exclusively on Xbox.
At first glance, Spencer’s comments might seem to echo those of a struggling console maker, but Microsoft’s vast reach paints a different picture. As the largest third-party game publisher, Xbox’s strategic direction is clear: it’s more about ensuring their games reach a broad audience rather than confining players to just the Xbox platform.
“Our goal is for everyone to play on Xbox, which means more of our games appearing on more platforms, not just PlayStation,” Spencer explained. “We absolutely love what we do with Nintendo and Valve on Steam, and we plan to keep that going.”
So, is Xbox headed down the same path as Sega? Not at all—Microsoft’s financial might guarantees otherwise. However, upcoming Xbox consoles will need to stand out in the hardware arena, especially when faced with potential rivals like the “Switch 3” and the inevitably more powerful PlayStation 6, both of which will leverage exclusive titles to drive sales—an age-old tradition in console wars.
But if Microsoft isn’t cautious, and if Xbox becomes perceived solely as a suite of games and services rather than a hardware platform, there may come a time when, ironically, “When everybody’s on Xbox, no one will be.”
