Microsoft Considers Ending Promotion of Xbox Consoles in EMEA, Shifts Focus to Game Pass
Recent reports suggest that Microsoft is contemplating discontinuing the marketing of Xbox Consoles in EMEA (Europe, the Middle East, and Africa) and instead shifting its attention towards promoting Game Pass, controllers, and its Cloud feature. This strategic shift comes in the wake of the company’s decision to raise Game Pass prices, a move that has sparked controversy within the gaming community.
Microsoft has been emphasizing that owning an Xbox is no longer a prerequisite for accessing Xbox services, as many of the latest Xbox releases are also available on PC. In addition to this, the company has been actively promoting its Game Pass subscription service, providing attractive incentives to entice new subscribers, such as Discord Nitro gifts.
These changes within the Xbox division coincide with the onset of Microsoft’s new financial year, signaling a period of transition and restructuring within the company. There have already been reports of layoffs affecting numerous Xbox employees.
Speculation regarding Microsoft’s shift in focus away from promoting consoles first emerged when Tom Warren of The Verge received information hinting at a change in strategy for the upcoming financial year. While the validity of this information remains unconfirmed, given the recent upheavals within Microsoft, the possibility does not seem far-fetched.
The potential move to de-emphasize console marketing in Europe follows a trend of declining Xbox Series X|S sales in EMEA markets, as many gamers opt for alternative platforms like the PlayStation 5, Nintendo Switch, or PC. Should this transition materialize, Microsoft’s reduced focus on consoles could lead to increased demand and subsequent price inflation through third-party resellers. Although the scope of the impact is said to be limited to specific EMEA markets, the exact regions affected remain unknown.
Furthermore, Xbox has introduced a dedicated app for the Amazon Fire TV stick, enabling users to access Xbox services without the need for a console. If Microsoft proceeds with these rumored changes, the reallocation of resources and promotion strategies will be a focal point of interest, especially following the recent unveiling of the disc-less Xbox Series X console. What implications will these shifts have for European Xbox gamers, and could they result in price adjustments?
If Microsoft formally announces the cessation of EMEA console marketing, consumers are hopeful for a detailed breakdown of the affected markets to make informed decisions ahead of any impending changes.
