Of course you have some brand loyalists who would never switch, but the mass market will go where they feel the best experience is to be had. It simply takes time.
PlayStation are in the position they are in now because of years and years of consistency when it comes to releasing quality exclusives. Whenever I see discussion over which console someone should get, the most common things people say is “well which exclusives appeal to you more, and which console do your friends play on”. PlayStation has become synonymous with having banger AAA exclusives at a consistent rate, and that is a reputation that’s taken years and years to build, and only ever wavered slightly at the beginning of the PS3’s life.
Xbox reached the position they were in during the 360 era for the same reason. Halo, Gears of War, Fable (and for a while you had Elder Scrolls and Mass Effect exclusivity too) were all killer apps that just could not be ignored, and that was when the platform was at it’s strongest. That’s what got me and many of my gaming friends into Xbox to begin with. But they have simply not had an exclusive release cadence on this level since, but we were finally reaching that point.
Xbox Series launched with… Gears Tactics (one of my favourite games so no shade, but it’s not a console seller). Halo Infinite (which was criticised for it’s lack of content) and Forza Horizon 5 came in 2021. 2022 was barren. 2023 had the Redfall disaster and Starfield which I think was fantastic. Amongst that we’ve had quality AA games but the likes of HiFi Rush and Pentiment aren’t going to move consoles to the mass market.
This generation of consoles was always going to come a little too soon for Xbox to catch up, or even keep pace. However the back end of this gen going into the launch of next gen had super potential. Following Starfield up with Avowed, Hellblade, Indy, going forward with Fable, Everwild, Outer Worlds 2, Gears 6, Elder Scrolls 6, perhaps some ABK exclusives thrown in somewhere.
That right there is capturing the magic they had from the OG Xbox going into early 360 days. That is the kind of regular cadence of huge exclusive titles that converts people from “I’m interested in a couple Xbox games but not really enough to buy a console” to “okay, there’s so many games that I need to go and buy an Xbox now”.
If MS do decide to start going multi platform, I really feel like they’ve thrown in the towel right at the point where their investments were ready to come to fruition. We will see, I guess.
(Sorry I always end up writing too much).