The past few weeks have been tumultuous for Xbox fans, marked by both Phil Spencer’s departure and the announcement of the mysterious Project Helix. However, according to analysts, this new project is critically important for the brand’s entire future.
Serkan Toto, head of the consulting firm Kantan Games, stated in an interview that Project Helix might be Microsoft’s last attempt to make its console hardware business viable. He believes that if the next console fails, “there isn’t anyone in the industry who believes there will be another Xbox.”
The launch of Project Helix is expected to be challenging, with competition from Valve’s Steam Machine, a hybrid PC-console. To persuade Xbox fans to choose it over a Steam Machine, the new console must offer superior and more extensive native Xbox game launches.
Toto also pointed out that Microsoft has been “walking on thin ice for a long time” with its “Everything is Xbox” strategy, and the company now needs to propose a fresh approach to selling its hardware.
The analyst commented on the appointment of the new Xbox head, Asha Sharma, predicting that she will soon abandon the previous strategy and actively pursue the development of the hardware business. In his view, Sharma is right in suggesting that Xbox needs a complete rebuild from the ground up.