“The truth is that the CPU and I/O performance is roughly equivalent between these two products. “It was a pivot,” says Liz Hamren, head of gaming engineering at Xbox, of Xbox’s dual-console, next-gen strategy. But seven years after its last console generation launched, the Xbox Series S and Series X will soon arrive in a modern gaming climate with entirely modern expectations-and not necessarily for the most baroque hardware specs. And traditionally, compared to the PlayStation or Nintendo devices, Xbox has leaned hard on horsepower as a sales pitch. The Xbox has traditionally been a luxury item designed to shove as many pixels into our eyeholes as modern tech will let it. The above is not just a history of Xbox’s marketing strategy it’s a commentary on its whole schtick. Even for its lower-tech sister, the Xbox One S, the ad opens with “4k Ultra HD Video.” The message is clear: Xbox tech will make your game look so good you’ll be swimming in it. For the Xbox One X, intricate computer chips and glowing circuit boards metastasize into the lines of a human iris. He’s in a game the copy reads “Jump in.” To promote the Xbox One, phrases like “Ultimate precision” and “Games that feel like real life” underline porny hardware footage. Microsoft could talk about teraflops and terabytes all day, but it traditionally both shows and tells.Īn Xbox 360 ad shows a confused teen drop his phone and pick up a sword lodged in the city street. ![]() So is “power.” When Microsoft wants you to think about Xbox-specifically, buying an Xbox-it has a lexicon well-honed over nearly two decades to connect two ideas: big daddy hardware and big-number performance.
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