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Xbox and PlayStation seem to be downplaying their multiplatform presence in new marketing beats.
As spotted by PushSquare, Xbox uploaded a new trailer for Minecraft Dungeons 2 on its YouTube channel, which doesn’t make any mention of the game coming to PS5 or Nintendo Switch 2. However, the game’s previous two trailers, released in March and June respectively, both clearly advertised every platform the title will be released on. It seems like Xbox may be pulling back even further on promoting its games for other platforms now under CEO Asha Sharma.
Earlier this summer, Xbox reportedly pulled the plug on a PS5 version of Gears of War: E-Day just ahead of its reveal. A piece of key art for the game was even shown on an Xbox podcast with a PS5 logo, which was later removed, indicating the decision may have been relatively last-minute. There were also reports that Microsoft pulled a trailer for Halo: Campaign Evolved from a PlayStation State of Play, a move by Sharma that reportedly created tensions between Xbox and PlayStation. It seems like Minecraft Dungeon 2’s new trailer may be part of Xbox’s strategy to bring players back into its own ecosystem and create brand strength.
Xbox isn’t the only one changing its messaging, though. Earlier this year, it was reported that PlayStation is abandoning PC releases for its flashy first-party single-player games like Ghost of Yotei. The company had been releasing the majority of its first-party story-driven games on PC for about half a decade, but it doesn’t appear to be part of the strategy going forward. As a result, PlayStation has embraced the “only on PlayStation” branding once again.
In a new PlayStation ad, the words “PlayStation 5 exclusive” are plastered across gameplay for Marvel’s Wolverine, Ghost of Yotei, Astro Bot, Gran Turismo 7, Saros, and God of War Laufey. This is meant to signal to players that these games won’t be making the jump to PC later and that the company is embracing full-blown exclusivity as it did for decades with the PS1, PS2, PS3, and some of the PS4 generation.
Xbox’s strategy still seems a bit wishy-washy, on the other hand. The company has promised permanent exclusivity for Gears of War: E-Day and Clockwork Revolution, but beyond that, it remains to be seen what will happen. Will The Elder Scrolls 6 be exclusive to Xbox? Will the Fallout 3 and New Vegas remasters be exclusive? Only time will tell.
Cade Onder is a freelancer for IGN’s news team. He covers all things entertainment, including gaming, film, and more. You can find him on Twitter @Cade_Onder.
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