微软打算不做游戏机了，但“Xbox”会越来越多

Core Viewpoint - The gaming market is experiencing significant developments with new hardware releases and a shift in strategy from traditional console sales to a service-oriented model, particularly by Microsoft [1][2][4][13]. Group 1: Market Developments - The release of Switch 2 has sparked discussions, while Sony has announced new games and confirmed the development of PS6 [1]. - Microsoft has introduced new hardware, including ROG Xbox Ally and Meta Quest 3S Xbox Edition, marking its entry into handheld gaming and VR [2]. - Microsoft is also developing a next-generation Xbox console in collaboration with AMD, which will not be exclusively tied to the Xbox game store [4]. Group 2: Xbox's Strategic Shift - The upcoming next-generation Xbox console may be Microsoft's last traditional console product, indicating a potential shift away from hardware-centric gaming [5]. - Xbox will continue to exist but will operate more as a brand and service rather than being deeply integrated with Microsoft [6]. - The strategy mirrors the Windows model, where Microsoft provides software and game libraries while OEMs design the hardware [7]. Group 3: Xbox's Performance and Challenges - 2024 is projected to be a challenging year for Xbox, with console sales expected to be below 3 million units, leading to significant layoffs and studio closures [9]. - In contrast, competitors like Nintendo and Sony have seen success with their consoles, while Xbox Series X/S has underperformed [10]. Group 4: Gaming Consumption Trends - The rise of smartphones as versatile entertainment devices poses a challenge for traditional gaming consoles, making it difficult to convince consumers to invest in dedicated gaming hardware [11][12]. - Microsoft's approach focuses on selling game services rather than hardware, promoting a "play anywhere" philosophy [13][15]. Group 5: Game Pass and Future Directions - Xbox Game Pass is a key component of Microsoft's strategy, aiming to make gaming accessible across various devices, not limited to Xbox hardware [24]. - The ultimate goal is to have Xbox Game Pass available on all platforms, similar to how Apple Music operates across different systems [25]. - Microsoft's strategy includes partnerships and collaborations rather than solely relying on its own hardware development [26]. Group 6: Brand Identity and Future Considerations - The evolving concept of "Xbox" raises questions about its identity as it encompasses various devices and services, which may confuse consumers [30][31]. - There is a concern about the future of the Xbox brand, as it may become merely a game launcher or a collection of game studios rather than a distinct gaming platform [32]. - The company must consider profitability and sustainable business models moving forward [33].