Microsoft's recent marketing campaign strives to rebrand Xbox from just a gaming console to a multi-device platform, including phones and VR headsets. The introduction of the Xbox Ally handhelds sparks confusion, as their labeling as 'Xbox handhelds' misleads consumers since they don't run native Xbox games. Instead, they focus on streaming games from the cloud. This shift reflects Microsoft's ambition to compete directly with Steam, indicating a transformative approach to their gaming strategy, albeit with challenges regarding public perception that they must navigate.
Microsoft's marketing campaign has sought to redefine Xbox as more than just a console, emphasizing its platform capabilities across various devices.
Despite the compelling advertisement efforts, overcoming the public’s perception of Xbox as merely a gaming console poses a significant challenge for Microsoft.
Microsoft may be willing to gamble on potential confusion with the Xbox Ally devices because its ultimate goal is to evolve Xbox into a platform like Steam.
The Xbox Ally handhelds can stream Xbox games, but this does not satisfy consumer expectations for a device that should operate offline.
Collection
[
|
...
]