In spite of Xbox undergoing what will be one the hardest strategic pivots in gaming history, under the stewardship of one of the most valuable companies in the world, the venerable gaming brand can’t sell (or settle on) a cohesive, long term vision to save its life. Paired against the backdrop of few Xbox first party releases, Microsoft in 2024 has found itself in a PR vacuum.
In its wake, there has been a drip feed of negative or otherwise confounding news stories. The year started off with the Xbox “business update” in February, where Microsoft heads hemmed and hawed about the reasoning behind four of its exclusives heading to Switch and PS5. In May, Microsoft shuttered multiple game studios including Tango Gameworks, with unclear reasons from studio chief Matt Booty. July saw price hikes on Game Pass and a new “standard” tier that removed day one games, the defining feature of the service. Then, in August, as part of Gamescom, Xbox showcased previews of their flagship holiday game Indiana Jones and the Great Circle, only to reveal the game would also be heading to PS5 next spring.
The consensus view across the Xbox faithful and larger enthusiast gaming community hasn’t been positive, with some considering recent actions a betrayal. I find a lot of this anger misguided, deriving from a dated console warrior mentality that champions exclusives to prove one platform is somehow better than others.
Senua’s Saga: Hellblade II (HB2) is one of the most fascinating games of the year. At its core, it’s a linear “walking simulator” like Everyone’s Gone to the Rapture, made with AAA levels of polish. Creative dissonance between initial expectations and the final product has fueled a polarized reaction to the game across reviews and social media.
A debate over HB2 felt inevitable with how fundamental gameplay is to most games and how strongly HB2 deemphasizes traditional gameplay mechanics. Pick any title at the top of sales charts; gameplay elements are almost always pivotal to their success. Elden Ring has best-in-class action RPG controls. Fortnite allows high degrees of player customization while providing many game variations, from battle royale shooters to Lego building and car racing. The Last of Us is best known for its post-apocalyptic storyline but is also lauded for its stealth action combat.
However, HB2 takes a deliberate approach by limiting gameplay options to focus on characters, setting, and mood. The majority of HB2’s runtime is spent guiding the protagonist Senua through an environment, allowing players to absorb the scenery and engage with the dialogue. There are no fail conditions or choices, just a linear journey from point A to B lasting about six to eight hours. While combat battles and puzzles exist, the action is straightforward (some argue outdated), repetitive, and easily skippable.
According to The Verge, Microsoft is debating on whether to add the new Call of Duty on Game Pass. It’s a no-brainer: COD would easily be Game Pass’s most high-profile title, giving a potential injection to growth to its otherwise plateaued subscriber base.
Opting out COD from Game Pass will effectively end the service as Xbox’s final differentiator against PlayStation, Nintendo, and Steam. A case by case treatment of “our games will come to Game Pass day one” will annoy existing subscribers. Nor is there any clear criteria – budget, branding, genre – to distinguish what enters Game Pass day one in a way that’s satisfactory to both Microsoft corporate or the Xbox player base. Even with clear messaging, in losing some day and date first party titles, a weakened Game Pass no longer properly distinguishes itself from PS5’s competing PlayStation Plus service.
Admittedly, corporate accounting will provide insight that I can’t speculate on. Maybe Microsoft ran the numbers, and a game of COD’s stature on Game Pass is simply too big of a sales revenue hit to ever swallow. Perhaps Game Pass’s long-term fiscal sustainability is long past the expiration point, and this is just the first in a line of walkbacks to slow the burn rate down.
It’s sadly easy to become numb to the news of more layoffs in the gaming industry, given its frequency over recent months. But Microsoft’s shutdown of four Bethesda studios stands out for its blatant reversal of Xbox’s purported post acquisition, Game Pass-centric future. The about face erodes trust in the Xbox brand and questions whether there’s any coherent first party strategy.
The shuttering of Tango Gameworks was particularly galling. The studio’s latest release, Hi-Fi Rush, exemplified the independence, creativity, and high quality that Xbox leadership claimed their first studios should aim for. Hi-Fi was a critical darling, landing on many critics’ top 10 lists, won a BAFTA, and was Xbox’s highest first party game of 2023 on OpenCritic. It also was a creative risk for Tango Gameworks, a bright, colorful throwback to the Dreamcast era for a studio that built its reputation on survival horror games.
Hi-Fi’s excellence also leveled up the value of Game Pass, Xbox’s greatest differentiator against the competition. It’s a draw for the service on its merit and the kind of high quality gem that can serve as an effective gap between some major AAA releases on Game Pass to minimize customer churn.
During last week’s business update, Microsoft leadership reaffirmed two differentiators for the Xbox ecosystem: Game Pass (every first party game coming day one) and platform accessibility (cross-play, cross-save, cloud streaming). Yet I don’t see either feature today as a compelling reason for net new gamers beyond the PC and console core – Xbox’s stated long term growth target – to jump in with Xbox. They are features with huge potential but are stuck today in alpha mode.
Game Pass unquestionably has a lot of great games, but most of the library encompasses small, under the radar indie titles or older catalog hits. Microsoft puts all its first party titles on the service, but none have the marquee prestige and popularity of franchises popularized on rival systems from Sony and Nintendo. Furthermore, I find the onboarding process on Game Pass intimidating for newcomers. There’s a bewildering number of choices, and the Game Pass app’s recommendation system is limited and simplistic; there’s no sense of individual game length or difficulty to guide new players.
Recent news suggests Microsoft will shift Xbox to a multiplatform release strategy; existing and future first party games, including Starfield, Indiana Jones, and Gears of War will be ported to PS5 and Nintendo Switch. While we won’t know the whole story until a “business update” next week, I expect the change to be extensive, with many if not most top tier titles available soon on PSN and the Nintendo Store. In the face of lagging sales and stalled Game Pass subscriptions, the corporation is making a big bet that will attempt to thread a needle: keep an Xbox ecosystem sustainable – digital purchases on the Microsoft Store, lively Xbox Live network, Game Pass subscribers – while going multiplatform with in house studio games to generate additional revenue.
It’s a risk; no gaming company has succeeded as such an extensive third party publisher and simultaneous platform holder. Executed poorly, the plan could push the Xbox ecosystem into an eventual death spiral: gamers shift away from Xbox with its lack of exclusives, the install base drops, so other publishers stop porting games to Xbox, which leads to fewer players, until eventually Microsoft pulls the plug. Xbox hardware and accessories are dead, the digital library goes kaput, and Microsoft becomes a pure third party publisher like Sega.
Many professional critics consider 2023 one of the best years in gaming we’ve had in a long time. OpenCritic underlines this opinion; more games than average this year landed a coveted score of 85 or higher. But I was left mildly underwhelmed by what I played.
“Keeping up” as a modern console gamer is a challenge, with time available as my main hurdle. Many of the most acclaimed games this year – Baldur’s Gate 3, Zelda: Tears of the Kingdom, Cyberpunk 2077: Phantom Liberty – are massive action adventure RPGs. They demand at least thirty-plus hours of my time to complete and are challenging to dip in and out of casually. Multiplayer experiences like Call of Duty or Halo Infinite still have a steep learning curve to play competitively. I never felt like I had the focus (or reflexes) to play matches without being repeatedly ripped apart.
The big budget games I did invest time into this year almost universally underperformed. Forza Motorsport is excellent when I’m racing on the track, but the overall single player experience lacks personality, and I’ve encountered many game breaking bugs and crashes. Starfield has gorgeous production and audio design, and I had a blast running through the game’s many faction quests. But eventually, character progression felt meaningless, with exploration that felt like a total afterthought. Diablo IV, as I’ve written about previously, had a great gameplay hook but suffered from a lack of variety and forgettable narrative. Call of Duty: Warzone’s DMZ mode was a mid-year multiplayer favorite, but Activision effectively killed it off.
Stumbles aside, my favorite game experiences this year, as in 2022, remained shorter. You can easily wrap up three of the five listed here in twelve hours or less. Another has daily puzzles that routinely take me under five minutes to complete. All have been a blast to play and are accessible enough to recommend to almost anyone.
Microsoft wants Xbox Game Pass to be the HBO of gaming, with heavy hitters rolling out regularly to plenty of buzz and critical fanfare. But today, Microsoft falls far short of that standard. Game Pass AAA releases, both from Xbox Game Studios and third party partnerships, are uneven in quality and too infrequent.
2022 came and went without a single notable big budget Game Pass release. Grounded, As Dusk Falls, and Pentiment got decent critical attention but were small titles primarily ignored by the larger gaming public.
2023 looks much more promising. However, Minecraft Legends scored a passable but far from great 73 on OpenCritic. I suspect the buzz following Redfall – rushing out the door at 30 FPS alongside some lukewarm previews – will lead to a similar lukewarm critical consensus. Even what will likely be a critical hit – Xbox Game Studios’ mainstay Forza Motorsport – missed its original Spring 2023 release window and settled into a vague “2023” timeline. For what’s left on the horizon, I see sci-fi RPG Starfield, with Bethesda Game Studios’ pedigree, as the only remaining possible “must play” for the remainder of the year. (I passed over Hi-Fi Rush and MLB The Show, both splashy titles that played well critically but didn’t break out into a wider audience.)
After a quiet 2022, Xbox kicks off 2023 with a “Developer_Direct” livestream. With deep dives on hyped Xbox titles like Forza Motorsport and Redfall, the event should be a slam dunk. However, based on Microsoft’s hit and miss PR record, I’m worried.
On the one hand, their recent E3 shows are well produced, with solid trailers, minimal padding, and genuine surprises. However, Microsoft press events outside of E3 are almost always forgettable. Their ID@Xbox showcases run too long and leave hosting duties to unprepared Twitch “influencers.” Other one-offs like Inside Xbox and the Xbox Games Showcase Extended are so watered down and rigid in their presentation that even die hard fans skip them.
Xbox marketing also feels asleep at the wheel for large stretches of the year, packing almost all their big announcements in the E3 week presser and the occasional trailer or two during the December Game Awards show. And even though Game Pass is one of Xbox’s top selling points, new releases on the service rarely get the promotion they deserve. Most are sent out with a “fire and forget” approach. Each game is one small part of a bimonthly announcement of five or more unrelated releases crammed together in a single News Wire post.
Some of the most hyped console games aren’t friendly to newcomers. Games like God of War: Ragnorok, Elden Ring, and Apex Legends are sales and critical juggernauts, but they can be a steep climb for those with slower reflexes or less free time. Big studios would benefit from diversification – more genres, shorter playtimes, less twitchy action – yet remain as conservative as ever in their approach.
Big budget games tend to fall into two camps: open ended, multiplayer games as a service (Destiny 2, Apex Legends, FIFA 23) or long running action adventure narratives (God of War: Ragnorok, The Last of Us: Part II). The former demands practice and knowledge of the latest meta to stay competitive, and the latter often takes 25 or more hours to complete. Gamers with less time and attention have an either or proposition: we stick to AAA behemoths like Elden Ring for an extended period or take more comfortable, varied pacing with smaller indie games.