President of Xbox game content and studios, Matt Booty, has claimed the company’s competition no longer lies with other game studios and console developers, but “everything else”.
In an interview with The New York Times, primarily discussing the shock announcement that Xbox’s longtime brand mascot, Master Chief, and exclusive first-party game, Halo, would be coming to PS5 in 2026, Booty said the decision came as a result of “seeking to meet people where they are”, moving away from console exclusivity in a bid to reach more players.
“Our biggest competition isn’t another console,” Booty said. “We are competing more and more with everything from TikTok to movies.
“We are all seeking to meet people where they are.”
It’s a vastly different position to both Nintendo and Sony’s PlayStation brand, both of which continue to avariciously guard their first-party exclusives, with Sony only recently experimenting with porting its console games to PC, albeit often months after their console debut.