Former PlayStation executive Shawn Layden has advised Xbox to solidify its strategy regarding exclusive games, suggesting the company must choose between being a dedicated platform or a broad multi-platform publisher. Layden stated that a platform "needs exclusives or else the platform has no meaning."
This perspective comes as Xbox Series X/S console sales have reportedly seen a decline this generation. Layden pointed to Microsoft's past fluctuations in strategy, shifting from releasing nearly all titles on both PC and Xbox to becoming a more widespread publisher, with games like Starfield and Halo eventually appearing on other platforms.
In a discussion on The Expansion Pass podcast, Layden indicated that Xbox's current challenges stem from an inability to consistently commit to exclusives. "Or if they picked a lane, they didn't stay in it very long," he commented. He posed the question of whether Xbox aims to be a platform, which requires exclusives, or the world's largest publisher following its acquisitions of Activision and Blizzard. Layden argued that attempting to succeed at both is not feasible, as the business model of a major publisher necessitates multi-platform releases.
Layden acknowledged current Xbox CEO Asha Sharma's efforts to improve the situation, stating he hopes she succeeds, though the exact path forward remains unclear. Since taking the helm this year, Sharma has overseen a corporate restructuring that includes significant job reductions. She has also secured Hideo Kojima's new project, Physint, and brought back console exclusives such as Gears of War: E-Day and Clockwork Revolution.
Comparing the current situation to Sega's historical decision to abandon console manufacturing and focus on publishing, Layden described it as a potential "Dreamcast moment" for Xbox. He reiterated his advice: "Pick a lane."
Sharma recently dismissed speculation that Microsoft might sell the Xbox division, asserting her commitment to course-correcting the business. Current efforts appear to focus on bolstering major franchises like The Elder Scrolls, Halo, Fallout, and Call of Duty, with the next-generation Project Helix reportedly still in development.