The past few weeks have been turbulent for Xbox fans: from Phil Spencer's departure after nearly 40 years of service to the announcement of the mysterious Project Helix. But, according to analysts, the new project has become key to the future of the entire brand.
Serkan Toto, head of the consulting company Kantan Games, said in an interview that Project Helix may be Microsoft's last attempt to save its console business.
This may be Microsoft's last attempt to make its hardware business work.
According to him, a lot depends on the success of the new system.
I don't think there's anyone in the industry who believes there will be another Xbox if the next machine fails.
At the same time, the launch promises to be difficult. One of the competitors will be Steam Machine from Valve, a hybrid of PC and console.
Project Helix must give Xbox fans a reason to buy it instead of Steam Machine, and the best and broadest native launch of Xbox games is the only way.
Toto also recalled the "Everything is Xbox" strategy, adding:
Microsoft has been walking on thin ice for a long time, so now they need to offer a new approach to selling their hardware.
He also commented on the appointment of Asha Sharma as the new head of Xbox. According to the analyst, she may abandon the previous strategy and try to return the company to the active development of the hardware business.
I expect Sharma to abandon this strategy fairly soon and try to break into the hardware market again. I think she's right in hinting that Xbox needs to be rebuilt from scratch.
