Xbox President Says Game Exclusives Are Antiquated and Players Are Evolving Beyond Them
Xbox president Sarah Bond has sparked discussion in the gaming community after describing console exclusivity as an “antiquated” concept. Speaking in a recent interview with Mashable during the press tour for the launch of the ROG Xbox Ally X, Bond argued that the future of gaming lies in accessibility and community, not platform restriction.
“We’re really seeing people evolve way past that. The biggest games in the world are available everywhere. You look at Call of Duty, Minecraft, Fortnite, Roblox. That’s what’s really driving community in gaming,” Bond explained. “The idea of locking it to one store or one device is antiquated for most people. You want to be able to play with your friends anywhere regardless of what they’re on.”
Bond went on to emphasize that Xbox’s ecosystem approach across cloud, PC, and console is designed to make games more accessible. “It just opens up another way for you to play,” she said, positioning Xbox’s philosophy as one focused on inclusion rather than exclusivity.
Bond’s remarks align with Microsoft’s evolving strategy over the past decade. For nearly fifteen years, Xbox invested heavily in exclusive titles to compete with PlayStation and Nintendo, securing major partnerships with Japanese developers for games like Ninja Gaiden, Lost Odyssey, Blue Dragon, and Ace Combat 6.
However, this strategy gradually faded after the Xbox One’s weaker exclusive lineup. Beginning in 2016 with Remedy’s Quantum Break, Microsoft started releasing all first-party titles on both Xbox and PC, effectively redefining what the “Xbox” brand meant.
In February 2024, the company took an even bolder step by confirming that several first-party titles would come to rival consoles. Games such as Obsidian’s Grounded and Pentiment, Rare’s Sea of Thieves, and Tango Gameworks’ Hi-Fi Rush were released on PlayStation and Nintendo Switch, signaling a decisive shift toward a multiplatform ecosystem.
Since then, Microsoft has continued expanding its reach with cross-platform releases of Gears of War: Reloaded, Forza Horizon 5, Age of Empires II: Definitive Edition, Senua’s Saga: Hellblade II, Indiana Jones and the Great Circle, and DOOM: The Dark Ages. This month, both Ninja Gaiden 4 and The Outer Worlds 2 are launching day-one across PlayStation 5, Xbox, and PC.
Microsoft has openly acknowledged that it “lost the console wars,” shifting its focus toward Game Pass, cloud gaming, and a service-driven future. Bond’s comments highlight that success for Xbox is no longer measured by console sales, but by player engagement across all platforms.
This approach also aligns with the needs of live service games, which thrive on large, connected player bases rather than platform exclusivity. However, competitors like Sony and Nintendo continue to see significant success through exclusive titles that drive hardware sales and define their brand identity.
Bond’s statements have reignited an ongoing debate about whether exclusivity helps or hurts the gaming industry. While multiplatform releases give players freedom and expand communities, exclusives often serve as major system sellers that push technical innovation and brand loyalty.
As Sony gradually adopts a similar multiplatform approach by bringing more of its exclusives to PC, the industry seems to be heading toward a more open ecosystem. Still, Nintendo remains committed to its hardware-first model, relying on franchises like The Legend of Zelda and Super Mario to anchor its success.
Will the future of gaming be one unified platform where everyone can play together, or will console makers continue to guard their unique ecosystems?
