Xbox’s Real Competitor: TikTok and Movies
As the direction of the gaming world rapidly shifts, Xbox management is aware of this transformation. In an interview with The New York Times, Xbox Game Studios President Matt Booty stated that the company is no longer pursuing “console wars.” According to Booty, Xbox will compete not only with gaming companies but also with all forms of digital content, from TikTok to movies, in the future.
Xbox Leaves Console Wars Behind
In an interview, Matt Booty explained Xbox’s new vision, saying, “Our biggest competitor isn’t another console anymore. We’re competing with everything from TikTok to movies.” The company aims to break platform dependency by bringing even iconic franchises like Halo to PlayStation. This decision became clear with the announcement of Halo: Campaign Evolved, which will be released for PS5 in 2026.
Booty says this approach is driven by the philosophy of “reaching players where they are.” In other words, the goal isn’t to bring people to Xbox, but rather to bring the Xbox experience to the devices they use. This strategy demonstrates that Microsoft is no longer a hardware-focused brand, but rather a service- and content-centric platform.
Sony and Nintendo, however, are still following the classic model. Nintendo, in particular, remains firmly committed to the brand, while Sony only brought titles like God of War and Spider-Man to PC years later. According to Booty, Xbox’s openness in this area could shape the future of gaming: “Our goal is to offer players access without borders.”
However, some controversy has overshadowed Xbox’s growth efforts. The layoffs of more than 9,000 Microsoft employees over the summer, the restructuring of studios, and the introduction of artificial intelligence tools have resonated throughout the industry. The cancellation of projects like Everwild and Perfect Dark have been among the developments that have called Xbox’s strategy into question.
Still, Booty emphasizes that this shift is necessary to “survive in a dynamic market.” Xbox is now competing for user attention not just with games, but also with YouTube videos, TikTok content, and even Netflix series.
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