And it is my responsibility, our responsibility as the wider Xbox org, to make sure they understand that, and then to make sure that they're set up and that we set expectations appropriately. When a studio becomes part of Xbox, like it or not, they become part of first-party, and as part of first-party, they exist in a different spotlight people look at them through a different lens. Aligning with our previous editorial on Redfall and the inherent stress of first-party, Booty admitted that Xbox could have done a better job onboarding Arkane and preparing them for a high-profile first-party release. Speaking with IGN, Matt Booty cited a handful of factors that contributed to the underwhelming release of Redfall in May. Unfortunately, Arkane Austin's latest didn't meet the expectations of fans or Xbox Game Studios. This assurance was furthered when Microsoft announced Redfall would launch as the first $70 current-gen-only exclusive on Xbox Series X|S. From its 'one more thing' reveal at the Xbox Games Showcase 2021 to its gameplay presentation in 2022, Xbox appeared optimistic about the vampire-centric first-person shooter. When we reassess the marketing lead-up to Redfall's launch, we see a major gaming publisher investing considerable resources in the game's success. Redfall suffered from 'tunnel vision' and inadequate onboarding (Image credit: Windows Central) In a particularly fascinating interview with Matt Booty and IGN, the Xbox leader commented on Redfall's launch, the weight of first-party, and how they aim to manage fan expectations better. While fans were celebrating new reveals like Clockwork Revolution and South of Midnight, Microsoft fielding questions from the press about what's next for Xbox Game Studios. Thankfully, the energy and confidence of Xbox dramatically shifted following the positive reception to the Xbox Games Showcase 2023 and Starfield Direct. The deafening noise of the Activision/Blizzard acquisition distracted from the messaging of upcoming Xbox games, and the disappointing critical reception of Redfall colored the platform with a crimson shade of skepticism. Audiences expected Microsoft to compensate for the notably murmured lack of first-party titles in recent years. For fans of Xbox and many gaming industry spectators, the company faced tremendous pressure ahead of the Xbox Games Showcase 2023.

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