Xbox executive claims biggest competitors are TikTok and movies and not other consoles
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Key points
- Matt Booty, Head of Xbox Studios, claims that the Xbox’s biggest competitors are TikTok and movies, and not other consoles.
- The topic came up after Halo was announced for PlayStation for the first time.
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The interview was initially conducted by the NY Times, going over the company’s multi-platform strategy.
Head of Xbox studios Matt Booty stated that Xbox’s biggest competitor is no longer other consoles or even PC games. Instead, their biggest competition is “everything from TikTok to movies.” The topic came into light shortly after Halo was announced for PlayStation for the first time, marking the end of the console wars that started decades ago, resulting in US President Donald Trump saluting the end of the war.
The executive had initially told the NY Times that “we are seeking to meet people where they are,” which means competing with other entertainment media, including TikTok and movies. The interview discussed the company’s multiplatform strategy. Booty stated that gamers are no longer strongly attached to the devices they play on.
Microsoft is pushing Xbox to achieve higher profit margins, with Microsoft Chief Financial Officer being responsible for the 30% demand increase, according to a report from Bloomberg. The same report claims that the recent Xbox Game Pass Ultimate 50% price increase, which was accompanied by the removal of 10% of the Game Pass library, along with the significant layoffs at Xbox in the summer of 2025, were a response to the goal of 30% accountability margins set by Microsoft’s execs.
Xbox slowed down the development of its next Forza Motorsport title to prioritize other games, as stated by Microsoft Gaming CEO Phil Spencer.
