Matt Booty confirms the total turn of Xbox: the brand leaves behind the console war

Matt Booty confirms that the new vision of Xbox is to reach all platforms and break traditional boundaries.

More stories in the category News

• In 2025 and 2026 Xbox Game Studios still has no rival in terms of releases, here is the review
• Halo: Campaign Evolved launches with dubbing and texts in Spanish for Spain and Latin America
• Xbox breaks a four-year losing streak and exceeds its financial target

During an interview with The New York Times, Matt Booty, president of Xbox Game Content and Studios, has confirmed what seemed inevitable: Microsoft is definitively abandoning its strategy of exclusives. According to the executive, the goal is to “be where the players are“, a phrase that defines the new direction of the brand and marks a turning point in the history of Xbox.

Booty explained that Xbox’s real competition is no longer other consoles, but “everything that competes for the player’s free time, from TikTok to movies“. This statement summarizes the change in mindset within the company, which now sees its ecosystem not as a closed hardware, but as a global network of connected experiences.

Xbox Leaves Exclusivity Behind and Opens Up to New Horizons

The strategic shift is already reflected in concrete facts. Halo will debut on PlayStation, and the same will happen soon with Gears of War, Forza, and Microsoft Flight Simulator, sagas historically associated with Xbox’s DNA. A move unthinkable just a few years ago, but which responds to the goal of expanding the reach of the company’s most iconic franchises.

After the acquisitions of ZeniMax and Activision Blizzard, Microsoft seeks to consolidate its brand beyond the console, driving Game Pass and cloud gaming as pillars of its future model. The message is clear: Xbox no longer wants to limit itself to selling hardware, but to accompany the player wherever they play, whether on a console, PC, or mobile device.

Xbox is leaving behind its classic focus on direct competition to become a universal platform. An open ecosystem where its most emblematic sagas will be able to reach more users than ever, marking the beginning of a new era in the video game industry.