A reader is frustrated by what he describes as XboxThe defeatist attitude of and what appears to be a growing disinterest in console sales.

The biggest problem facing Xbox right now is that the brand has lost its identity. This is not a trivial matter. The Xbox has become the embodiment of Jason Bourne, who no longer knows who they are. The Xbox was once considered the “shooter box”, but even that moniker is no longer applicable.

Phil Spencer recently spoke with Bloomberg and said there was “no red lines” and that he doesn’t view their portfolio as “thou shalt not.” To suggest he hasn’t read the play is an understatement.

The Xbox audience will never join one multi-format strategy. Likewise, PlayStation fans don’t like PC gaming. Tribalism is not going away anytime soon. But even Xbox loyalists have had enough. The problem Xbox is having is not unique to their fanbase. It’s a negative perception that has clearly impacted the casual market. This is in stark contrast to the Xbox 360 era, which even weathered hardware failures relatively unscathed.

I place myself in the category of players who own several consoles in each console generation but who lean towards the Xbox. So I buy a PlayStation for their exclusives, but I tend to buy the third party games on Xbox, as well as their exclusives. Phil Spencer has created a scenario where I no longer need to buy an Xbox to play their exclusives. Therefore, they will lose the third party sales I made on Xbox. I have the impression that Phil Spencer and his cronies haven’t really thought about this question.

I think Xbox could get away with a multi-format strategy if the following events were to occur. Stop the mixed messages and embrace transparency. There still needs to be incentives to reward the fan base. This is perhaps a six month/one year exclusivity period for all first party games. Make a decision and stick to it. The constant ambiguity has done the Xbox brand no favors.

Only once they reconcile their mistakes will improvements occur. There are at least some positive signs that they intend to reboot Halo and Gears Of War. Xbox fans’ biggest fear is that Microsoft decides to cut hardware production altogether. Customers who have built digital libraries are particularly concerned.

If long-term exclusives aren’t an option, then only unique and compelling hardware can help turn the tide. Delivery claims “the greatest technical progress in a generation” better to be true, for their own sake. With the much-vaunted handheld, living up to expectations.

Customer trust is at an all-time low for Xbox. Game Pass is arguably the best value in gaming, but Microsoft is unable to market it effectively. Instead, they launch an advertising campaign which literally informs customers that they don’t need to buy an Xbox. I understand the sentiment behind the advertising, but it undermines the value of the console. It’s a weird strategy.

It’s obvious that Xbox, or more precisely Microsoft, has stopped listening to fans. Phil Spencer looks disheveled and doesn’t seem to be having fun anymore. This year in particular has taken its toll. If Microsoft doesn’t care about its console business, then why should the customer care? The only incentive to buy an Xbox can’t just be Game Pass. Phil Spencer’s message is loud and clear: “Thou shalt not buy an Xbox.”

At this point, I’m not sure how Xbox regains its identity. Phil Spencer’s defeatist attitude has been evident for some time. Although he did a good job when the Xbox One was in disarray, I feel like his time is up. When he said an 11/10 game wouldn’t make any differencehe has lost all credibility.

Most of the problems Xbox faces are of its own making. While I’m sure their strategy will please shareholders and likely result in record profits, we are seeing the Xbox console sidelined, as well as the fan base.

Jason Bourne finally regained his memory. I don’t have much confidence in Microsoft’s will. They no longer care what the fans think, which usually doesn’t bode well. As Princess Leia once said, “If money is all you like, then that’s what you’ll get.”

By the reader If

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