In a world as technological as ours, it’s surprising that big tech firms are only now getting into the must lucrative entertainment industry. But, better late than never, as Amazon, Google, and more are starting to carve out their own market share, flipping the industry on its head.
As major gaming companies prepare for heated competition, the man in charge of Xbox is already viewing the incoming tech giants as the biggest competition out there.
Phil Spencer was recently interviewed by Protocal for their massive piece on big tech in gaming, where he spoke about how Xbox is moving past its age old rivalries with PlayStation and Nintendo, as it refocuses to tech companies and their massive reach:
“When you talk about Nintendo and Sony, we have a ton of respect for them, but we see Amazon and Google as the main competitors going forward,” Spencer said. “That’s not to disrespect Nintendo and Sony, but the traditional gaming companies are somewhat out of position. I guess they could try to re-create Azure, but we’ve invested tens of billions of dollars in cloud over the years.”
Spencer also said that Microsoft was willing to cooperate with Nintendo and Sony on initiatives like allowing gamers on the various companies’ systems to play with and against one another. It would be a major play, effectively splitting the lines in the battlefield, and showing unity amongst the major gaming companies:
“I don’t want to be in a fight over format wars with those guys while Amazon and Google are focusing on how to get gaming to 7 billion people around the world. Ultimately, that’s the goal.”
Cloud gaming has been the talk of the town for quite some time now. Google has already launched its Stadia service, while Amazon is taking their time developing their own system. Microsoft, on the other hand, is trialing its own xCloud streaming service that is set to launch fully later this year.