The upcoming release of the Xbox ROG Ally handheld console has revealed a serious gap in Microsoft's strategy.
The Xbox Play Anywhere program allows you to buy a digital game once and play it on both Xbox and PC. But key AAA publishers still do not support the initiative.
Although over a thousand games already work through Xbox Play Anywhere, most of them are created by independent studios. Large companies like EA, Ubisoft, Capcom, and Take-Two mostly bypass the program. Developers explain that supporting Xbox Play Anywhere does not pay off the additional costs and time, and the publishing process on Microsoft platforms is more complicated than, for example, on Steam, where the tools are simpler and there is less bureaucracy.
Due to the lack of support from giants, the Xbox ROG Ally, which has effectively become a Windows device, will not be able to run a significant portion of games from the Xbox library. Users will have to buy them again on Steam, which inadvertently strengthens the competitor's position.
Microsoft's strategy, aimed at playing "everywhere and on everything," faces a serious barrier. If the corporation does not find a way to convince major publishers to join Xbox Play Anywhere, its new devices risk turning into portable consoles for Steam, which will weaken Xbox's position in the market.
![[Video] Shocked by TGA 2025. Game of the Year. Divinity, SW FOTOR, Tomb Raider Catalyst, Total War WH40k](https://media.ixbt.site/312x192/smart/ixbt-data/1109033/01KCHNTB6CYB0M3XFSZSNZMX4V.jpg)
