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战斗力 鹅
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本帖最后由 矢量路比 于 2023-7-10 02:01 编辑
外媒有点标题党了，这句话不能单独摘出来看的，更像是在打比方，是 phil 觉得不这样做（搞云游戏）的话就只能放弃掉目前的所有游戏业务了。
邮件全文还是在说为什么斯宾塞要从云游戏开始布局移动端，因为他想先吸引到已有的 Xbox 玩家，同时他承认云游戏战略并不是以手游玩家需求为导向的（「手游玩家肯定不会说他想要的是用手机连蓝牙手柄玩光环」，at 泰坦哥），所以 amy 警告说别做金马桶，因为云游戏更多是在制造需求。
那个时候 phil 把主机业务视作拍立得，手游则相当于数码影像，前者增长已经到头了。而之所以选走云游戏路线，是想最大化利用手上已有的内容和社群资源。
以下为邮件全文：
From: Phil Spencer
Sent: Friday, February 15, 2019 12:06 PM
To: Catherine Gluckstein
Subject: RE: xCloud (Strategy and GDC)
I think you and I talk past each other on this one a lot so I'll try to write up my pov so we can align.
First, we are exactly like Polaroid. We are core gaming which isn't growing it's TAM (analogous to film photographers) while mobile gaming MAU is growing WW at a significant rate (like digital photography was growing).
We have no strategy to win organically in mobile gaming. I can't come up with one. The only thing we could do is close all the Xbox stuff and with the same OPEX try to start a mobile gaming company inside of MS. This is kind of what BobbyK is trying to do at ATVI.
So you and I have to center on that. Our strategy with mobile is just a hope, there is nothing that gives us insight that this will work. The customer there isn't asking for what we are going to offer.
That said, there are a couple of data points that give us a glimmer of hope. More core games like PUBG, Fortnite and a slew of Chinese mobile games are way more like core PC/console games than they are like traditional mobile games (candy crush, clash royale etc) but still the vast majority of non-Chinese mobile gaming revenue is in areas where we have no strength.
Because of this our solution here is not customer led really, it's led by what we have and a hope. I don't like this but I'm not smart enough to come up with anything else. If I ask mobile gamers what they want, they won't tell me that it's to play Halo on their phone with a BlueTooth connection to an Xbox controller. That's probably as far from what they want to do on their phone as anything. They also don't pay for any games, all the mobile games are F2P. So even the business model around our games that mobile players don't want is wrong. The whole this is Xbox led, not customer led and yes that's wrong. We don't get some asks from our console customer to play games away from their console, that's the most aligned signal we have but like Amy's push, this is building the gold seat (for our existing TAM). It doesn't help us grow.
As I said, the only other option I can come up with is stop what we are doing and either leave it at that (save the money) or maybe try to buy some IP (WB?) with the savings and start building mobile games based on known IP or buy a company like Nexon and try to scale into global mobile gaming since that's the TAM that is growing. I don't think we can do WB and/or Nexon in addition to Xbox so it's an either/or with what we are doing now in my mind.
So in that context I think our first mobile Xbox customer is a console gamer who already knows the content, already knows the controller and is willing to be an early adopter on a franken-scenario and is willing to pay something to play. I think our only hope is that core gamers find this scenario interesting. If they don't find it interesting I don't think there is any way a mobile only player is going to find it interesting. That's our first path dependent step.
Second step is that our current game developers/studio partners will want see the increased engagement and start to program for it and find it accretive to their business.
Third step would be that now that we have play happening on a mobile device we can bring more mobile based games into the fold (local or streamed) via XGP and start to build our control plane on mobile. This is kind of what Fortnite is doing.
Fourth would be that we win when all developer adopt your development platform 😊
But that first step is us manufacturing (mostly) a customer scenario based on our assets of content, community and cloud.
I do believe that in the end cloud based XPA games will win but I think that game will be way more casual than anything we have today. Just like even today Minecraft is bigger than Fortnite but kind of ignored by most of the media/core. Same with Roblox. It's likely something like those that will become the true instantiation of our vision, not RDR5 everywhere.
So I agree with you, my xCloud deck is a "what do you have to believe for us to win" not a "what does the growing TAM of mobile gamers want.
Phil |
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楼主: wellerman
沪公网安备 31010702007642号 )
发表于 2023-7-8 18:56
MS还说PS5会出Pro对标Xbox主机
不知道当时微软高层在想什么
不懂
