Phil Spencer has stated that Xbox’s new approach to exclusivity has been shaped by research into Gen Z consumer habits.
In an interview with Polygon, the CEO of Gaming at Microsoft noted that the ‘math’ of making a game has changed and that exclusive titles aren’t as financially viable.
He also noted that according to the research they’ve done, Microsoft found that Gen Z isn’t as fond of exclusivity.
“This notion that Xbox can only be this one device that plugs into a television isn’t something we see in the Gen Z research. Because nothing else is like that for them,” he said.
“All of their stuff is available wherever they want. So, for Xbox, our brand pivot — as we attract and maintain relevance with a younger audience — is ‘Xbox is a place where I can find the great games I want to.’,”
This shift in policy can be seen in Microsoft bringing titles such as Hi-Fi Rush and Sea of Thieves to rival platforms.
Spencer noted that these changes are also due to the cost of making games, with $300 million budgets being an increasingly common occurrence, which means that exclusive titles are far more financially risky.
Therefore, shifting to releasing games that would have previously been exclusives on more platforms was a natural solution.
He also explained that this change is intended to help promote new growth for Xbox and ensure it continues to offer high-quality experiences to its players.
“Every decision we make is to make Xbox stronger in the long run. It doesn’t mean everyone’s going to agree with every decision we make. But it is fundamental for how we make decisions.”
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