Microsoft responded to criticism of “Xbox without Xbox”. “It’s always about choice”

“No console - no problem.” These words appeared in Microsoft’s latest marketing campaign advertising games available on Xbox via Amazon Fire TV and streaming.

This move was met with sharp criticism, yet resonated with customers who own Amazon devices and want to experience the capabilities of the American corporation’s technology. Loyal Microsoft fans stepped in, troubled by the marketing campaign in which the giant insists at every turn that gamers no longer need an Xbox.

Stein, Xbox social media manager, reacted to the criticism and wrote a long message. In his opinion, by teaming up with Amazon, Microsoft simply gave gamers a choice.

“I’ve seen some negative sentiment on cloud and more choice meaning less for others? It doesn’t make sense. We have Series X|S and 3 new console models to be showcased in June. Cloud on mobile, in browsers, Meta* VR, Samsung TV, and now Amazon Fire Stick! First-party games from legendary developers (across multiple ecosystems!!). Xbox Game Pass and PC Game Pass!!! Third-party games and great partnerships with icons like Square Enix and others! And all of this within an ecosystem that supports cross-play/progression/purchases where implemented! It’s always about choice, and your choice doesn’t exclude others. Everything rises together as interconnected ecosystems, not siloed territories.”

That is all true, but Stein focused on the cloud aspect without commenting on the marketing team’s actions, and that is precisely where the biggest issue with Microsoft’s recent decisions lies. Fans object to Microsoft saying that its console is not needed.

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Cover author: Xbox. Cover source: Xbox