In speaking about Microsoft’s Xbox business during a Build financial analyst building, CEO Satya Nadella said it’s not just about focusing on the users playing games, it’s also about “the people who aren’t playing the game.”
Nadella noted that every windows machine and PC can now turn into a broadcast station for livestreaming and said it is important that the company “connect the dots around gaming” and support the new expressions and creations of users.
Corporate vice president of Xbox Phil Spencer reiterated Nadella’s comments.
“For us at Microsoft, when we thought out both our path forward we came from a place of console and realized […] that the number one asset we have is our customers and the engagement they put into our network,” said Spencer, referring to broadcasting and the Xbox community at large.
There are clear upsides to game broadcasting in the form of potential advertising or subscription revenue, but Spencer noted another upside: a large percentage of broadcasts are viewed through mobile devices, meaning they could be a good way to draw in more Android and iOS users into the Xbox community, which has stronger footholds in console and PC gaming.
Microsoft’s Twitch competitor, game streaming platform Beam launched in January 2016. Xbox One also integrates Amazon-owned Twitch into its gaming platform.
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