By “We’re contending increasingly against TikTok”
- by Sammy Barker
By launching its iconic title Halo: Campaign Evolved on the PS5, Xbox has affirmed once and for all that its strategy is headed in a distinct path.
This was previously clear from the achievements of adaptations like Gears of War Reloaded and Forza Horizon 5, but Master Chief is so emblematic of Microsoft’s gaming sector that it feels remarkable to witness the character now linked with the blue of PlayStation.
In a conversation with the New York Times, executive Matt Booty – who oversees Xbox’s gaming content and studios – clarified that his organization no longer perceives PS5 as an adversary.
He stated:
“We are all attempting to engage people where they are. Our most significant rival isn’t another console. We are contending more with everything from TikTok to films.”
While this is undeniably accurate for all platform holders – Sony experiences the identical challenges – it appears improbable that Microsoft will expand its user base by delivering its software to a rival’s platform. Yet, increasingly, it feels as though the company is indifferent.
Xbox – and its various acquired enterprises – is now aiming to position itself as the leading third-party publisher, and to accomplish this, it must release software on the most extensive user bases. This encompasses the PS5.
Earlier this week, Xbox leader Sarah Bond remarked that exclusives are “outdated”, and elaborated that all the major games are multiformat.
This signifies more opportunities for those of us gaming on PlayStation – and it appears as though Halo: Campaign Evolved is poised to be another significant triumph, with its trailer garnering millions upon millions of views across Sony’s various social media platforms.
It will be fascinating to observe how this one is received in 2026.
[source nytimes.com]
As the Editor of Push Square, Sammy has amassed over 15 years of experience analyzing the domain of PlayStation, spanning from PS3 through PS5 and everything in between. He’s a specialist in PS Studios and industry topics, along with sports games and simulations. He also enjoys RPGs when he has the time to invest in them, and is somewhat of a gacha whale.