21 Jun Heartbroken MS employee discusses what went wrong with the Xbox PR
From the purported Xbox One engineer:
It’s 4am and I’m still up, some hours ago, we at Microsoft had to basically redact on our Always Online infrastructure and dream. Being part of the team that created the entire infrastructure to include the POS (point of sale) mechanisms I must say that I am extremely sad to see it removed. But the consumer knows what is best, I can place the blame on no one but us here at Microsoft. We didn’t do a good enough job explaining all the benefits that came with this new model. We spent too much of our time fighting against the negative impressions that many people in the media formed. I feel that if we spent less time on them and more time explaining the great features we had lined up and the ones in the pipes gamers and media alike would have aligned to our vision. That stated, we felt the people we would have loss would have been made up by the people we would have gained. We have 48 million Xbox 360 users connected online nearly 24 hours a day. That is much more than any of our closet competitors and vastly more than Steam. The people that we would have left behind I feel would have eventually come around as they saw what advantages the platform had to offer. But as I previously stated we at Microsoft have no one to blame other than ourselves for failing to convince those hesitant to believe in our new system. Microsoft might be a big company, but we at the Xbox division have always been for the gamer. Everything we’ve done has always been for them, we have butt heads with the executives many times on what we’ve wanted to, some times we lost (removing the onboard processor from Kinect 1.0) and other times we’ve won (keeping Gears of War as an exclusive).
While publishers have never come right out to us at MS and say “We want you to do something about used gaming” we could hear it in their voices and read it in their numerous public statements. The used gaming industry is slowly killing them and every attempt to slow down the bleeding was met with much resistance from the gaming community. I will admit that online passes were not well received nor were they well implemented, but I felt given time to mature it could have turned into something worth having as a gamer much like DLC (we went from pointless horse armor to amazing season passes like Borderlands 2!). Videogame development is a loss leader by definition and unlike other forms of media videogames only have one revenue stream and that is selling to you the gamer. So when you buy a game used you’re hurting developers much more than say a movie studio. Many gamers fail to realize this when they purchase these preowned games. It is impossible to continue to deliver movie like experiences at the current costs without giving up something in return. It’s what gamers want and expect, the best selling games are blockbusters, the highest rated are blockbusters, the most loved are blockbusters. How can developers continue to create these experiences if consumers refuse to support them? Many will argue the development system is broken, and I disagree. The development system is near broken, it’s used gaming that is broken, but regardless I think more emphasis on this from both us at Microsoft and publishers would have gone a long way in helping educate the gamer, but again it is us who dropped the ball in this regard for that we’re sorry.
Going back to Xbox One’s feature set, one of the features I was most proud of was Family Sharing. I’ve browsed many gaming forums and saw that many people were excited about it as well! That made my day the first time I saw gamers start to think of amazing experiences that could come from game sharing. It showed that my work resonated with the group for which I helped create it for. I will admit that I was not happy with how some of my fellow colleagues handled explaining the systems and many times pulled my hair out as I felt I could have done a better job explaining and selling the ideas to the press and public at large. I’m writing this for that reason, to explain to gamers how many of the features would have worked and how many of them will still work.
First is family sharing, this feature is near and dear to me and I truly felt it would have helped the industry grow and make both gamers and developers happy. The premise is simple and elegant, when you buy your games for Xbox One, you can set any of them to be part of your shared library. Anyone who you deem to be family had access to these games regardless of where they are in the world. There was never any catch to that, they didn’t have to share the same billing address or physical address it could be anyone. When your family member accesses any of your games, they’re placed into a special demo mode. This demo mode in most cases would be the full game with a 15-45 minute timer and in some cases an hour. This allowed the person to play the game, get familiar with it then make a purchase if they wanted to. When the time limit was up they would automatically be prompted to the Marketplace so that they may order it if liked the game. We were toying around with a limit on the number of times members could access the shared game (as to discourage gamers from simply beating the game by doing multiple playthroughs). but we had not settled on an appropriate way of handling it. One thing we knew is that we wanted the experience to be seamless for both the person sharing and the family member benefiting. There weren’t many models of this system already in the wild other than Sony’s horrendous game sharing implementation, but it was clear their approach (if one could call it that) was not the way to go. Developers complained about the lost sales and gamers complained about overbearing DRM that punished those who didn’t share that implemented by publishers to quell gamers from taking advantage of a poorly thought out system. We wanted our family sharing plan to be something that was talked about and genuinely enjoyed by the masses as a way of inciting gamers to try new games.
The motto around the offices for the family plan was “It’s the console gaming equivalent to spotify and pandora” it was a social network within itself! The difference between the family sharing and the typical store demo is that your progress is saved as if it was the full game, and the data that was installed for that shared game doesn’t need to be erased when they purchase the full game! It gave incentive to share your games among your peers, it gave games exposure, it allowed old games to still generate revenue for publishers. At the present time we’re no longer going forward with it, but it is not completely off the table. It is still possible to implement this with the digital downloaded versions of games, and in fact that’s the plan still as far as I’m aware.
Another feature that we didn’t speak out about was the fact we were building a natural social network with Xbox One in itself that didn’t require gamers to open their laptops/tablets to post to their other friends nor did they need to wrestle with keyboard add-ons. Each Xbox Live account would have a full “home space” in which they could post their highest scores, show off their best Game DVR moments, what they’ve watched via Xbox TV and leave messages for others to read and respond to. Kinect 2.0 and Xbox One work together and has robust voice to text capabilities. The entire notion of communicating with friends you met online would have been natural and seamless. No reliance on Facebook, or Twitter (though those are optional for those who want them). Everything is perfectly crafted for the Xbox One controller and Kinect 2.0 and given that shine that only Microsoft can provide.
We at Microsoft have amazing plans for Xbox One that will make it an amazing experience for both gamers and entertainment consumers alike. I stand by the belief that Playstation 4 is Xbox 360 part 2, while Xbox One is trying to revolutionize entertainment consumption. For people who don’t want these amazing additions, like Don said we have a console for that and it’s called Xbox 360.