Despite the Xbox One having some incredible exclusives over its run as Microsoft's flagship console, it goes without saying that the PlayStation 4 has dominated this generation. From the release of some of the best selling exclusives of all time to the astronomical sales numbers the console is currently pulling in, this has undoubtedly been some of the best years in the history of the PlayStation brand. However, it seems Microsoft is looking to pull out all the stops to make sure the gap between itself and Sony doesn't stay as wide going into the next generation.

Talking on the Gamertag Radio Podcast, head of Xbox Phil Spencer discussed Microsoft's marketing philosophy going forward with the Xbox Series X. Although he didn't specify exactly how the media giant would do it, Spencer was quick to hint that the strategy behind the Xbox Series X's marketing is to be "bold," highlighting how the company wants to do everything in its power to stay relevant next generation.

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Allegedly, fans already saw the beginning of this new marketing strategy during The Game Awards last year, with Microsoft's decision to premiere the Xbox Series X outside of a traditional mainstream gaming convention meant to signify that it was going to be unpredictable going forward. As Xbox fans will attest, the move was a massive surprise, showing that Microsoft wasn't going to sit on its laurels when marketing its biggest console to date. The incredible reactions to the reveal alone are already proof that the bold marketing decision paid off in spades.

xbox series x controller

Speaking on why Microsoft has elected to play it less safe going forward, Spencer admitted: "Let's face it, we're not in the market position we wanted to be in this last generation," before elaborating that, "I don't think we're going to get to disrupt and grow our business just doing what we've always done. Let's go try to do new things." As many of the company's long-time supporters will no doubt agree, trying something new is easily the best direction for Microsoft at this point in time. While it may not have had the best generation, all its best ideas have come from taking massive risks on something new, with the likes of Xbox Game Pass quickly becoming a massive selling point for the Xbox One despite how easily it could've flopped.

With the Xbox Series X likely to have some incredible new experiences coming its way due to the sheer amount of studios Microsoft has acquired over the last few years, it seems unlikely the massive console provider is going anywhere anytime soon. However, this bold marketing strategy could be just the fresh new start the company needs to hit its stride once again.

The Xbox Series X will be available holiday 2020.

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Source: Gamertag Radio Podcast