Xbox’s competition isn’t Sony — it’s your screen time

Forget the console war, Xbox is now trying to get you off your phone says studio head Matt Booty. In a recent interview with The New York Times, the Xbox Game Studios boss revealed that Microsoft’s gaming division is no longer focused on battling the PlayStation 5 or Nintendo Switch 2. Instead, its biggest rival is TikTok — and your attention span.

Booty explained that the gaming giant is shifting its strategy to meet players “where they are,” acknowledging that the real competition today comes from apps, streaming platforms, and social media — not traditional consoles.

Halo’s next evolution signals a shift in Xbox’s strategy

The timing of Booty’s remarks is notable. They come shortly after the announcement of Halo: Campaign Evolved, which will launch next year on PlayStation 5, PC, and Xbox Series X|S. This marks one of the clearest signs yet that Microsoft is prioritizing accessibility and cross-platform play over exclusive console dominance.

“We are all seeking to meet people where they are,” Booty said, underscoring the shift toward reaching gamers across devices rather than tying them to Xbox hardware.

Xbox wants to redefine gaming beyond consoles

“Our biggest competition isn’t another console,” Booty added. “We are competing more and more with everything from TikTok to movies.” This philosophy is already visible in Xbox’s marketing push — particularly the “This Is an Xbox” campaign, which highlights how players can enjoy Xbox titles on smart TVs, laptops, or even VR headsets.

The campaign reinforces Microsoft’s goal of making Xbox a platform that transcends physical consoles — positioning it as a lifestyle brand within a crowded entertainment ecosystem.

Why Xbox’s new direction matters

By focusing less on the console war and more on capturing time and attention, Xbox is betting that the future of gaming lies in accessibility and engagement. Whether through Game Pass, cloud streaming, or smart device integration, Microsoft wants players to experience Xbox anywhere — without needing to own a console.

It’s a bold move that could reshape the definition of “console gaming” entirely — and, if successful, make Xbox more relevant in a world where short-form content like TikTok dominates.

Forget the console war, Xbox is now trying to get you off your phone says studio head Matt Booty — and that shift might be the key to the brand’s future. By aiming to meet players across platforms and challenge the time they spend on apps, Xbox is setting its sights on a broader entertainment frontier.