Xbox's strategy to win over European markets might succeed this time | Opinion

Xbox emerged as the standout presence at Gamescom 2024, held in Cologne. Despite the noticeable absence of competitors Sony and Nintendo, Xbox captivated audiences with a massive exhibition that featured a diverse array of gaming experiences. The company's significant space showcased titles from Bethesda, Activision Blizzard, and Microsoft, complementing its offering with a variety of third-party and indie games, live talks, and competitions.

The strategic decision by Sony and Nintendo to skip this event, despite having major titles ready for release, allowed Xbox to take center stage uncontested. Both companies opted out, even with playable demos like "Zelda: Echoes of Wisdom" featured at PAX and "Astro Bot" displayed in Los Angeles. This absence seemed like a missed opportunity as Xbox filled the void by bringing together an extensive lineup, amplifying its historical strength at the event.

The Gamescom display brought together titles appealing to the European audience, with high-profile PC games like "World of Warcraft" and "Diablo." Microsoft's strong emphasis on European markets was further highlighted with 20 third-party studios from countries such as the UK, Ukraine, and Poland, elevating the presence of games like "Two Point Museum" and "Star Wars Outlaws."

Historically, Xbox has faced challenges in increasing its market share in Europe outside the UK. Microsoft's data submitted to EU regulators noted that Xbox holds only 20% of the market compared to PlayStation's 80%. Despite these hurdles, the strategy focus seems to be shifting. Xbox's announcement of "Indiana Jones and the Great Circle" coming to PS5, produced by Sweden's MachineGames, exemplified its new approach of broadening game availability across platforms, which could enhance its appeal among European gamers.

Xbox seemed to be embracing a more European identity, focusing on what resonates with local gamers, such as strategy and simulation games. Its presence at Gamescom showcased attendance from 335,000 gamers, underscoring the importance of meeting players where they are. This shift reflects Xbox's evolution from being just a console manufacturer to being a robust game publisher with a notable European focus.