It wasn’t so long ago that Microsoft’s Xbox brand was mostly seen as a punchline. The Xbox name has long been synonymous with stereotypical gamer clichés. You say Xbox and the average person thinks of a Mountain Dew-guzzling millennial screaming into a headset. Then there was the whole Xbox One unveiling debacle which essentially undid whatever good will Microsoft may have had. There’s no denying that Sony came out the better when the current console generation started, and it has remained thusly.
However, many gaming industry members have sensed a change in the air. Sony has proven it’s not the most consumer-friendly company, and Microsoft has been quick to capitalize on Sony’s blunders. When Sony decided to skip out on this year’s E3, Microsoft responded by putting on a spectacular show. Now, evidence suggests that Microsoft’s efforts to recover are paying off, leaving Sony and fellow competitor Nintendo in the lurch.
Xbox on the Rise
The Financial Times recently released its definitive list of top global brands for 2019. The list is naturally populated with recognizable names like Amazon, Apple, Google, and Facebook among others. Microsoft appears on the list as well, and in the number four spot no less. If you scroll down to the number 87 spot, you’ll also find another familiar name: Xbox. Yep, it seems Microsoft’s hard work has allowed it to essentially make the top brands list twice over. There’s one final component about the Financial Times list you might also notice if you scan through its entirety.
Neither Sony nor Nintendo are on it at all.
There’s no denying that Sony and Nintendo are both powerful forces, especially in the gaming industry. However, when stacked up against every other major brand in the world, neither could crack the top 100. Meanwhile, both Microsoft and Xbox made the list, an impressive feat for a company that had to re-earn consumer trust.
First to Strike
Looking at the data objectively, it’s not hard to see why Microsoft and Xbox made the list. Microsoft’s Xbox division has spent several years proving how much it wants to be an inclusive and open industry presence. Through efforts such as the Xbox Adaptive Controller and Xbox Game Pass, Microsoft has shown how much it values gamers. Clearly those same gamers have noticed those efforts and shown their appreciation.
This is not to say Sony and Nintendo don’t value their customers or that they don’t work to show it. Microsoft has just gotten very good at beating them to the punch. Case and point, Microsoft’s recent unveiling of Project Scarlett has given it a leg-up in the next console race. We know the PS5 is coming and that Nintendo has its own new hardware lined up. But gamers remember who came first, and now there’s no denying that Microsoft is leading the charge.