If Xbox has rebuilt itself in terms of brand image, communication lags behind to this day. In fact, the American giant organizes few events related to its games and is content to be present at major international fairs or at the Game Awards. A strategy that could unfold as a new Xbox shows and events director is recruited.
Sure, Microsoft shone at The Game Awards 2021. And yes, before that it had mastered its E3 conference with exciting announcements and a jam-packed, high-quality game schedule. Spoken times that have seduced and stimulated, but are still too few. Because apart from thundering acquisition announcements, Xbox ultimately speaks very little.
Just take a look at the calendar of Microsoft game releases or exclusives. redfall this summer, starfield in November, for the rest we’ll see. A calendar that should be full, especially at the end of the year, but which is very quiet today in terms of visibility. Like 2021. Like 2020.
Perhaps finally aware of its backwardness in terms of communication, Xbox is therefore recruiting a manager for its events. More precisely, to define the brand’s sales and events strategy. A job that will necessarily have an international impact and that involves quite important missions. Especially when you consider that the person in charge has to manage the announcements and game presentations from more than 30 internal studios as well as possible.
The announcement so appeals to a “Creative and recognized leader” to help the company define its strategy “Video Broadcasting and Events”. But it’s not about just following what’s already been done. This future manager will need “Implement a best-in-class strategy that is innovative.”
If it’s easy to imagine Nintendo Direct-type formats could emerge, we’re excited to see what form this innovative strategy will take. Will Microsoft use new communication channels? Answers no doubt in the months and years to come!
