Microsoft is making good on their E3 promises and has announced a marketing name and demonstrated their Xbox cloud gaming streaming service, xCloud in a video and news release attributed to Kareem Choudhry, their Corporate Vice President of Gaming Cloud:
Today, the games you play are very much dictated by the device you are using. Project xCloud’s state-of-the-art global game-streaming technology will offer you the freedom to play on the device you want without being locked to a particular device, empowering YOU, the gamers, to be at the center of your gaming experience.
I hate that we don’t own games today. What we “buy” to download from services like Steam, PSN, Nintendo’s eShop, or Microsoft’s store that doesn’t have a sassy marketing name, is so ephemeral.
Subscription services like PlayStation Now, Plus, and GamePass take that to another level. The second you stop paying them, every game you were enjoying with your friends, and experiencing alone or with somebody on the couch is gone.
It’s the same for Netflix, and Apple Music, and all of the other video and music streaming services.
We own nothing with these services and platforms, nothing lasts, if we can’t pay and keep paying for multiple services we don’t get to continue to enjoy creative works and participate in culture.
I can understand how it could be exciting to work on the technology behind these services, and it will enable some people to access things that they would never be able to, but the real goal is obvious and I’m not excited for it.
Microsoft, Sony, EA, everybody who already has a platform and an audience are all rushing to be the platform that gets your $10 or $15 or $20 a month and hooks you for as long as you can pay. They want to convert us from people who buy a box and a few games a year to people who are just paying them all the time for access to whatever games will work with the latency their service has.
How many services are you subscribed to? I can think of so many that my family uses: Netflix; Hulu; Apple Music; PlayStation Plus; 1Password; iCloud storage.
Subscription services, and game streaming subscriptions in particular, are the opposite of the “empowerment” Chowdry is talking about. I don’t doubt that Microsoft will come up with a more compelling pitch when there are new games that can only work on their streaming service.