Xbox abandons console wars and sets its sights on TikTok

Microsoft is reshuffling the deck: for Xbox, the real battle is forattention. Executives no longer want to count consoles sold, but active gamers. In this way, the company is overturning industry habits without sacrificing the pleasure of gaming.

From console wars to the battle for attention

The message is clear: the “console wars” are fading away in favor of anattention economy. At Xbox, we’re now talking about time spent, satisfaction and the scope of games. What’s more, the reference to the competitor is no longer another machine, but a video application that captures the evenings of teenagers. The playground is no longer a single living room, but all screens.

This change is embodied in an assertive multiplatform strategy. Several in-house titles have made the leap to other consoles in recent months, while the PC remains central. As a result, the cloud and cell phones are becoming key relays, as they reduce friction. The idea is simple: reach users where they already play.

The acquisition of Activision Blizzard King sheds light on this direction. The mobile market, supported by King, feeds the conquest of dailyattention. As a result, the brand addresses content creators as much as traditional gamers. Xbox sees the community as a network to be nurtured, not a closed park.

“Our competitor is TikTok. “

Measuring commitment, not just equipment

Indicators change: active accounts, retention, and recommendations guide decisions. Communication emphasizes the freedom to play anywhere, including outside the living room. And the roadmap is aligned with actual usage, not accounting rivalry. Xbox talks about services, community and value over time.

The Series X Carbon Black is all about performance and consistency. Its customized 1TB NVMe SSD reduces waiting times and speeds up your sessions.

• The real rival is screen time.
• The focus shifts from “who sells more” to “who retains more”.
• The strategy is based on PC, mobile, cloud and consoles.
• Creators and clips become audience drivers.
• The catalog circulates according to usage, not historical boundaries.

The digital edition of the Series X offers the same power without the drive. With 1 TB of storage, it’s all about dematerialized libraries and fast downloads.

A catalog everywhere, for everyone

The special Galaxy Black edition boasts a generous 2TB of space. It’s ideal for those who want to keep a large number of games installed without arbitration.

The Carbon Black wireless controller sets a reliable standard for everyday gaming. Textured grips and hybrid directional crossbar provide a secure grip, even during long sessions.

The Robot White wireless controller features the same ergonomic design in a brighter color. It features a share button for capturing and broadcasting your favorite moments in a single gesture.

The Elite Series 2 controller focuses on advanced precision. Adjustable paddles, triggers and memorized profiles help you fine-tune every move in competition.

Accessories and services designed to last

The 1TB storage expansion card for Series X|S simplifies library management. Plug and play, without sacrificing speed or compatibility.

The wireless headset in the range focuses on comfort and clarity. Low latency, clean microphone and simple settings help you stay connected to the game and the team.

The pivot towards services doesn’t erase the importance of hardware, but it recontextualizes it. In fact, the ecosystem is just as important as the machine, because it builds loyalty. Xbox is banking on a continuum between console, PC and cloud, followed by accessible offers. With this network, Xbox aims to reduce barriers to entry and broaden gaming habits.

What impact for players and the industry?

The S Series, a 100% digital console, remains an agile entry point. It fits easily into any home, and is suitable for both living room and office use.

The ROG Ally, a Windows-based handheld console, fills a need for mobility. It lets you take your games and services anywhere, without losing your bearings.

The ROG Ally X takes endurance and storage to the next level. Its AMD Ryzen AI Z2 Extreme processor, 24GB RAM and 1TB SSD provide plenty of headroom, for a price of €899.

Last but not least, the 1TB digital edition of the X Series aligns itself with connected uses. It reduces the total cost of access for those who already live and breathe paperless.

• Xbox