Microsoft's recent shift in showcasing multiplatform games during Xbox events marks a significant change in strategy. Previously, announcements of games coming to competing platforms like PlayStation 5 were often made separately, or even after the Xbox showcase itself. This was notably absent from Microsoft's June 2024 showcase, as illustrated by the image below:
However, more recent showcases, like the January 2025 event, have included PlayStation 5 logos alongside Xbox Series X|S, PC, and Game Pass branding at the end of game segments. This is exemplified in the following image:
This change reflects Microsoft's broader multiplatform push. In contrast, Sony and Nintendo maintain their traditional approach, focusing primarily on their own consoles in their marketing efforts. For instance, recent State of Play showcases omitted any mention of Xbox, even for titles released on multiple platforms.
Xbox head Phil Spencer clarified this shift in an interview with XboxEra, stating that the goal is transparency about game availability. He acknowledged the logistical challenges of incorporating all platform logos in the June 2024 showcase but emphasized the importance of showcasing games across all available platforms, including PlayStation 5 and, eventually, the Nintendo Switch 2. He also noted that while the strategy differs from competitors, the focus remains on reaching a wider audience.
Therefore, future Xbox showcases are expected to continue this trend, potentially including PS5 and Nintendo Switch 2 logos alongside Xbox branding for upcoming titles like Gears of War: E-Day, Fable, Perfect Dark, State of Decay 3, and the next Call of Duty installment. However, it's unlikely that Sony and Nintendo will reciprocate this approach.
