Microsoft to Scale Back Xbox Console Marketing in Europe

Microsoft plans to reduce its marketing efforts for Xbox consoles in Europe, the Middle East, and Africa (EMEA). Instead of promoting the Xbox Series S and X consoles, the company will emphasize Xbox Game Pass, cloud gaming, PC, and Xbox controllers. This shift comes as Microsoft struggles with console sales in these regions.

Emphasis on Subscription Services

Xbox Game Pass, offering a wide range of games for a monthly fee, will be a key focus. Cloud gaming will also play a significant role, allowing users to access high-quality games on various devices without needing a console. Microsoft aims to reach a broader audience through these services.

Impact on Console Sales

The decision to reduce console marketing in Europe could have significant effects. Xbox Series S and X sales have struggled since their release in November 2020. According to recent data, the sales of these consoles are 13% behind those of the Xbox One at the same point in its lifecycle. Microsoft’s new strategy may help offset these challenges by focusing on growing Game Pass and cloud gaming.

Despite scaling back console marketing, Microsoft remains committed to its gaming ecosystem. The company believes that by focusing on subscription services and cloud gaming, it can achieve sufficient growth in these segments to compensate for the lack of major success in the console market. This approach reflects Microsoft’s broader strategy to adapt to changing gaming trends and consumer preferences.