Microsoft has focused on the console market since the original Xbox’s release in 2001 despite PC gamers overwhelming using their operating system. Over the last decade, Microsoft neglected the PC audience and introduced the horrific Games for Windows Live DRM. Although, this hasn’t stopped Microsoft’s marketing team from making promises about their renewed focus for PC gaming. The PC audience is rightfully cynical of anything Microsoft claims as many of the company’s first-party titles remain exclusive to the Xbox platform. Currently, Microsoft appears to be releasing free-to-play games on PC or budget titles designed for mobile. On the other hand, Gears of War on PC is an exciting prospect.
During the USB Global Tech Conference, Microsoft’s Chief Financial Office Amy Hood discussed the gaming brand and how the Xbox One integrates with other devices:
“Xbox is financially relevant to Microsoft. People should not be confused about the journey of improvement we have been on in the past two years in the Xbox business. I think about the importance of gaming.”
“I would actually literally, very specifically talk about the importance of gaming to us; you’ve seen the investments we’ve made; you’ve seen us talk about gaming and its importance across all form factors for us, be it the PC, be it a phone, be it the console itself. I think we’ve done a very good job of taking something that sort of sat outside the Windows ecosystem and made it part of the Windows ecosystem. So that gaming value accrues back to the ecosystem and to the developers who work there.”
Hood’s comments initially refer to Microsoft’s original Xbox One reveal which prioritized TV streaming over the core gaming audience. Microsoft has attempted to create a synergy between various Windows 10 devices, but they haven’t revolutionized the relationship between Xbox and PC. Surely, a cogent idea would be to offer cross third-party support and release games on Windows 10’s official store. I think this all depends on the financial success of the Xbox One.