Microsoft is preparing to change its sales policy for Xbox consoles.It will cancel console marketing in various markets, including Europe. Accordingly, the Game Pass service is expected to be emphasized.
Xbox console marketing may be stopped in Europe
According to the latest news, Microsoft is planning to change its marketing strategy for Xbox consoles. The company, which thinks that its sales performance is insufficient, is far behind PlayStation 5 sales in this context. From now on, the focus will be on Game Pass and other services.
It was stated that the technology giant will reduce the promotion of Xbox Series X/S in Europe, Middle East and Africa. In this context, the company will invest in Game Pass subscription service, Xbox accessories, cloud gaming service and Windows PC games.
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This means Microsoft will reduce console sales to partners in these regions. It is also possible that the marketing budget will be redirected to other initiatives. While sales figures are unclear, the Series X/S is thought to have sold less than half as many units as the PlayStation 5.
PlayStation dominates console share in the EMEA region, where Microsoft no longer gains a large share. This has led the company to change its policy. Xbox management, including CEO Phil Spencer, acknowledged the sales gap.
Microsoft is feeling the pressure of the $69 billion Activision-Blizzard acquisition more and more every day. It would make sense to cut losses in regions that are underperforming in terms of sales.
