Microsoft is making it crystal clear it wants its impressive first-party lineup to reach as many players as possible. This strategy was highlighted further when the popular Xbox-exclusive, Forza Horizon 5, was announced for Sony’s PS5.
Shawn Layden, the former head of Sony, recently shared his thoughts on Xbox’s new approach to going multiplatform.
During an interview on the Kiwi Talkz podcast, which was highlighted on ResetEra, Layden commended his former rivals for expanding their games across other platforms. He discussed how this move could impact their marketing strategies, mentioning there’s a historical basis for this kind of move, pointing towards Sega as an example.
“Going multiplatform, especially in a time when game development costs are soaring, means you can expand your reach,” Layden explained. “You’re giving more people a chance to experience these games. I totally get, appreciate, and welcome Xbox’s decision to have their games available on more platforms.”
He went on, “But there’s the brand aspect to consider. It complicates creating that buzz… that fear of missing out (FOMO). How do you generate FOMO if you’re promoting the idea of exclusive content but then offer it everywhere? Your usual tactic—saying ‘only here’—is off the table if it’s available everywhere. It requires careful strategy.”
Layden reflected, “We’ve witnessed this shift before. I remember when Sega launched their Dreamcast titles on the PlayStation 2. Eventually, they transitioned into being solely a software company, and they transformed greatly in that process. They’re doing fantastic work now, honestly. So, there is a historical precedent for this kind of change.”
Rumors suggest Xbox might be extending its strategy by bringing some of its key franchises like Halo: The Master Chief Collection and possibly a rumored Gears of War Collection to PlayStation platforms.
