Microsoft is readying for the launch of the Xbox One X this coming November. The new system will debut on Nov. 7 and will be available for the price of $499. Many games will be receiving free updates to support the power of the system, but there still isn’t a blockbuster game coming to Xbox One X.
When you take a look at how Microsoft marketed the new console leading up to E3, they did a fine job of conveying information. Historically, console specs are wildly speculated on and generally, there’s not much concrete information. This was never the case for Xbox One X post-E3 2016.
Microsoft was always in control of the information about the Xbox One X. This made for more informative discussions amongst media, which is always good for consumers. In an exclusive interview with We Write Things, We Write Things, Michael Goodman, who is the director of digital media strategies at Strategy Analytics, talked about Microsoft’s messaging for Xbox One X.
“The message for the system was spot on. I think the price is as good as the price is going to get. I think it is high, it’s an expensive price point, but it could’ve been worse. Other than the price [and release date], we pretty much knew everything about the box. I think this highlights the different strategy Microsoft had coming out this time. [Early on], they answered a lot of the questions about the box. How fast is it? How much memory does it have? Those questions were answered well before E3.
“I like the fact that their press conference was much more focused on the games than the hardware, but I didn’t find that great blockbuster. That’s the same thing about the Sony press conference as well. I was not overly impressed by the games shown by anybody. I really didn’t find any new stuff to get excited about. That thread followed through for all of E3,” Goodman said.
Xbox One X certainly bolstered an otherwise down year for E3. Ubisoft seemed to have the best showing, with all of the games it revealed, and the gameplay clips they showed off. Other publishers sort of had an off year, compared to past years like E3 2016.
Learning from past mistakes is what can determine a company’s long-term success. For the work they are doing with the Xbox One X, Microsoft clearly falls in this category. Goodman agreed that Microsoft has learned from their past shortcomings and is in the midst of creating a textbook hardware launch with Xbox One X.
“Yes, absolutely. I think we can say Microsoft has learned lessons from past mistakes on how to launch a piece of hardware. This really is a nice, solid, textbook launch. It would have been nice to have some titles support it. But that’s a different story and has less to do with how did you handle the run up to the launch of Xbox One X.
“I think they broke some new ground in terms of parsing out the technical information over a period of time. It kind of fed the beast, the beast being the press. Instead of reporting rumors, you actually had facts. It allows [press] to talk about things that are factual instead of tossing around the theoretical specs. Having the most powerful console on the marketplace allowed them to do that and do it from a position of strength,” Goodman said.
Xbox One X’s launch is textbook from a hardware standpoint, however, software is still trailing a bit. Crackdown 3 is an upcoming launch title for the console, and it may turn out to be a hit. We’ll see when it too debuts on Nov. 7 for Xbox One X and Xbox One.
Gamescom is the next major event for Microsoft and their new console, Xbox One X. Gamescom 2017 takes place from Aug. 22 through Aug. 26, and more news will surely arrive. Xbox One X launches on Nov. 7 for the price of $499. Stick around here at We Write Things for more on Xbox.
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