In terms of marketing for the next generation of consoles, Microsoft has been running ahead of larger rival PlayStation so far in terms of actual reveals.
From the initial specs and console reveal to the major hardware breakdown videos, Microsoft has been incredibly upfront about the Xbox Series X console and what it can achieve as Sony has remain tight-lipped about the PS5 beyond one impressive but very technical deep dive.
This week’s third-party game slate reveal however saw Microsoft stumble. What was promised as a first look at next-gen gameplay delivered only trailers packed almost entirely with cut scenes from games that looked not very different from the games we play today on current consoles and PC. In fact some of it was labelled with text stipulating it was “representative of expected Xbox Series X” gameplay or visual quality as opposed to actual in-engine footage.
The lack of actual gameplay clips has led to mixed reviews and numerous tech outlets headlines slamming this “Inside Xbox” presentation. The YouTube clip of it has been downvoted over 23,000 times compared to over 18,000 thumbs-up votes. That’s not a good sign and shows frustration from users over what was shown.
Microsoft has heard that feedback loud and clear and has responded, with Xbox games marketing general manager Aaron Greenberg saying on Twitter: “Had we not said anything & just shown May Inside Xbox show like we did last month, I suspect reactions might have been different. Clearly we set some wrong expectations & that’s on us. We appreciate all the feedback & can assure you we will take it all in & learn as a team.”
The centerpiece presentation was “Assassin’s Creed Valhalla,” which had no gameplay footage shown at all. It’s expected Ubisoft is saving that for its own presentation shortly and creative director Ashraf Ismail offered a quote as well today saying on Twitter: “You rightfully expected to see more today. We have a long marketing campaign ahead of us, you will see in-depth gameplay and get a lot more info about the game. Thank you for your excitement and passion! Be patient with us and be kind. It will be worth it!”
Of course some of the biggest advantages of the new generation – 4K resolution, up to 120FPS and HDR – don’t translate or can’t be shown in YouTube clips. Even so, there’s now serious pressure on Microsoft to deliver the goods in its first-party game presentation in July.
Meanwhile Sony’s PlayStation presentation has been rumored (via T3) for a first week of June debut with hints that the console will arrive mid-late November.
