E3 2017: Microsoft Says 'We're Not Getting Out of the Console Business'

As a console, as a service, as a brand—no matter how you tap into its games, Xbox is here to stay.

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Microsoft senior director of product management for Xbox Albert Penello stopped by the Shacknews booth at E3 to talk about the development of the Xbox One X console. During the interview, Penello reiterated Microsoft’s determination to do more than just participate in the console business.

“It is the idea that you care about your software,” Penello explained. “We want you to play the games you want to play; we don’t want the device to get in the way. We’re going to work with PC developer and we’re going to continue to push hard on PC, and we’re not getting out of the console business. We’re pushing the envelope of technology on console, and Xbox Live is the thing that brings all these things together.”

Microsoft’s stance reinforces the growing notion that the era of consoles existing purely as a box you have to connect to your TV in order to use is behind us. Xbox is a brand and a service. Whether you play on an Xbox One, a Slim model, this holiday’s cutting-edge Xbox One X, or you prefer to buy Xbox games through the Windows 10 Store to play on your gaming PC, Microsoft gives you more ways to play games than its competitors. Games, not hardware, are the bedrock of the industry.

For more from Penello, check out our full interview from day one of E3 2017.

Long Reads Editor
From The Chatty
  • reply
    June 14, 2017 12:00 AM

    David Craddock posted a new article, E3 2017: Microsoft Says 'We're Not Getting Out of the Console Business'

    • reply
      June 14, 2017 5:39 AM

      "Microsoft’s stance reinforces the growing notion that the era of consoles existing purely as a box you have to connect to your TV in order to use is behind us."

      lol pc gaming killed consoles. It's Bizarro world

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        June 14, 2017 8:20 AM

        Putting the number one primary focus on power while disregarding everything else does them no favors compared to PC

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      June 14, 2017 6:10 AM

      If you have to reassure people that you're not getting out of the business right after announcing a new system, you might have a messaging issue.

      • reply
        June 14, 2017 8:03 AM

        We don't really have the context of this quote.

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      June 14, 2017 7:00 AM

      I still want PC -> Xbox streaming.

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      June 14, 2017 7:05 AM

      That's a rough statement to feel like you have to make at E3.

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      June 14, 2017 8:30 AM

      There is a very REAL chance I'll pick up an Xbox One X after it launches. XBOX BC, XBOX 360 BC, and (more than likely) the best RDR2 port are pretty good arguments in favor of it.

      The fact I already own 3-4 games (mixpot willing) for Xbox One already through play anywhere also helps.

      • reply
        June 14, 2017 8:31 AM

        Gotta play that OG Ninja Gaiden / DOA Beach volleyball.