Welp, that's it for the Xbox brand. Turn off the lights when you leave, will you?
Long story short, former Xbox head Phil Spencer and his imminently forgettable second-in-command Sarah Bond have both left the company... Spencer by choice, and Bond after being nudged out by incoming Xbox CEO Asha "Please don't squeeze the" Sharma. Sharma was the former head of Microsoft's AI division, suggesting that 1) She doesn't really give a damn about gaming and 2) She doesn't need to give a damn about gaming; she's the cleaner. Sharma is there to put an end to the Xbox brand, and determine the fate of the numerous third parties Microsoft bought when they thought they could force their way into the industry by purchasing half of it.
Look, we all saw this coming. Anyone old enough to have owned a Dreamcast for the fraction of a second that Sega supported it could see this coming the minute Microsoft informed the world that through the power (?) of cloud gaming, everything is an Xbox.
It sounds like the logic of a petulant third grader... "Well, MY game system sold the most, because I say everything's an Xbox! So there!" As this figure shows, this attempt to divide and conquer through brand expansion rarely works. The 3DO had multiple manufacturers, but the price of the machine made it a non-starter no matter what company logo was on the front. The N-Gage was a dud right out of the starting gate, and efforts to turn it into a hardware standard for cell phones fizzled out just as quickly. Like the 3DO, the Nuon was made by multiple manufacturers... but around the time it launched, there was already a game system with DVD capabilities and much stronger gaming capabilities. A Sony, even, not some third-rate hardware from Goldstar.
Whenever console manufacturers try to awkwardly expand their brand by, say, making a joystick with the N64 logo that doesn't actually work with the Nintendo 64, or licensing games to a competitor's lousy handheld, it's a sign of weakness. It's a big neon sign flashing "XBOX IS ABOUT TO DIE!," and it's readily apparent that Microsoft is no longer dropping in quarters to keep this brand clinging to life.
Trust me, I've been into video games for nearly all my life, and I've lived for over half a century. The patterns and behaviors of a game company going down in flames are easy to recognize... lord knows I've seen it enough. When a company tells you "We're behind right now, but we're coming back stronger than ever!," it's an effort to stop the bleeding and keep the customer base placated until the company's finished digging the grave and nailing together the coffin. Sega was telling Dreamcast fans they planned to support the system days before announcing it was pulling out of the console business.
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| Maybe it's the chin, but this dude looked like Sega's answer to Master Higgins. (Or would that be Wonder Boy?) |
Speaking of Sega! Hideki Sato, creator of all of Sega's flagship game consoles, passed away at the age of 75. I loved the Sega Genesis the moment I got one from a Toys 'R Us store in 1991, and I've grown to appreciate what the Master System can do in the years since. Sato took the creaky TMS9918 graphics chip and turbo-charged it, resulting in the most powerful purely 8-bit game system you could buy in the 1980s. Mr. Sato, I salute-o you. Your contributions to gaming will surely







