Following Microsoft’s purchase of Activision-Blizzard and its impressive roster of development studios, the tech giant has emerged as the largest third-party game publisher to date. So, when Xbox head Phil Spencer mentioned in a recent interview with Gamertag Radio that future Xbox games would find their way onto other platforms like Nintendo and PlayStation, it raised eyebrows, yet somehow seemed quite logical.
Phil Spencer’s comments during his chat with Danny Peña from Gamertag Radio—available on YouTube—were telling. He expressed his desire to make Xbox games and services widely accessible, saying, “I want people to be able to experience the games that we build, the services that we offer on as many devices as we can.” Yet, he also reassured that the exclusive “native experience” on their hardware would remain a priority. The conversation, lasting about twenty-six minutes, is a treasure trove of industry insights and reminisces about earlier Xbox days, including the beloved original Xbox and the Xbox 360 era.
For those unfamiliar with console history, a brief recap helps explain why Spencer’s remarks stirred some controversy. Take Sonic The Hedgehog, for example—a character originating from a series of games that were once Sega-exclusive until Sonic Adventure 2 made it to the GameCube. Sega’s last console, the Dreamcast, succumbed to the more powerful PlayStation 2, prompting Sega’s shift to third-party development and leaving a gap eventually filled by Microsoft’s Xbox.
Interestingly, the initial “DirectX Box,” which evolved into the Xbox we know, had backwards compatibility with certain Sega Dreamcast games, thanks to its support for Windows CE. Although this feature didn’t make it to the final release, successors like Jet Set Radio Future found exclusive homes on Xbox systems.
Some might interpret Spencer’s comments as desperate moves by a struggling console maker. But Microsoft, in reality, is a powerhouse far bigger than those assumptions suggest. With Xbox holding the title as the largest third-party game publisher, it’s clear their strategy involves reaching a broader audience, not just anchoring gamers to the Xbox platform alone.
As Spencer noted, “We want everybody to be able to play on Xbox and it does mean more of our games shipping on more platforms, not just PlayStation. We love the work that we do with Nintendo, we love what we do with Valve on Steam, and that’s going to continue.”
Does this mean Xbox is following in Sega’s footsteps? Definitely not—Microsoft’s deep pockets have ensured strong footing. However, for future Xbox consoles to stand out, they’ll need to offer substantial benefits, particularly since competitors like the potential “Switch 3” hybrid and the highly anticipated PlayStation 6 will likely captivate audiences with exclusive titles.
But there’s a note of caution here. If Microsoft blurs the lines between Xbox as a hardware platform and as a brand encompassing games and services, they risk facing a scenario where “when everybody’s on Xbox, no one will be.”
