Xbox continues to be an important piece of the puzzle for Microsoft’s larger gaming strategy, but for several years now, it has been just one of several pieces. The value of traditional consoles has continued to grow increasingly diluted for Microsoft with time, with everything from Game Pass to PC gaming to cloud gaming and more continuing to grow in prominence, and it seems the company is set to implement yet more policies behind-the-scenes that will drive that point home further still.
That’s as per The Verge’s Tom Warren, who has claimed in the most recent issue of his newsletter, Notepad, that Microsoft might be considering pulling back on its marketing efforts for Xbox consoles in select EMEA markets.
Though Warren says he hasn’t been able to fully verify the same, he was informed by an alleged source that Microsoft’s plan in its newly begun fiscal year is to stop marketing Xbox consoles in select Europe, Middle East, and Asia markets, and instead focus the messaging on Game Pass, cloud gaming, PC gaming, and Xbox controllers. Allegedly, this is down to Xbox Series X/S sales disappointing in EMEA markets.
This follows Microsoft’s recent announcement that Game Pass and Xbox Cloud Gaming are coming to select Amazon Fire TV devices. The company has been advertising the fact that this does not require an Xbox console.
Recently, Microsoft also announced that it is increasing the prices of Game Pass yet again, in addition to discontinuing the base Xbox Game Pass console tier and replacing it with the new Xbox Game Pass Standard, which will not include day one releases. Read more on that through here.