XBOX CSO Matthew Ball Addresses Brand's Evolving Exclusivity Strategy
By
Robert DeFelice
Crackles when you bite it. Shows the baker did the work.
Summary
XBOX Chief Strategy Officer Matthew Ball comments on the brand's evolving approach to exclusivity. While recent moves suggested a shift toward third-party releases with top IPs appearing on other consoles, newly announced games like Gears of War: E-Day will be console exclusives to Microsoft's gaming wing. The article discusses the tension between XBOX's apparent pivot and its continued commitment to some exclusive titles.
Key quotes
· 3 pulledXBOX's approach to exclusives has been under the microscope ever since Asha Sharma became CEO of the brand.
It appeared as though XBOX was pivoting to a mainly third-party approach, with several of its top IPs beginning to appear on other consoles.
Now, there are newly announced games that will be console exclusives to Microsoft's gaming wing, such as Gears of War: E-Day.
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