5 Ways Microsoft Can Dominate a Sony-Free E3 2019

5 Ways Microsoft Can Dominate a Sony-Free E3 2019

Capitalizing on New Studio Acquisitions

Rather surprisingly, Sony announced that it would be absent from E3 2019. Reasons as to why the company would be sitting out E3 have been numerous, with the most plausible of which being that the company is gearing up for the PlayStation 5.

One thing is certain, though: Sony has presented Microsoft with an open-goal for 2019’s E3.

Microsoft’s recent studio acquisitions have set the company up for long-term returns. While Microsoft has had a hot and cold history in studio partnerships in the past, their recent moves have massive potential.

At E3, Microsoft needs to tee-up its presentation with announcements and footage from most, if not all, of these studios to prove it is serious about publishing games from them.

The Xbox One’s Achilles heel was its lack of first-party software, so by focusing on new acquisitions, the company will be able to prove that it has mended its downfalls.

By doing so, it scores a major point against Sony, who has no stage (that we know of so far) in which to reply. Obsidian, in particular, has shown it can handle itself on the big stage with a AAA budget.

Microsoft’s E3 victories, in recent years, have been small, but by focusing on how it’s improving on its flaws, they could enter the next generation rejuvenated.

5 Ways Microsoft Can Dominate E3 2019 Without Sony

Focusing on Xbox’s Strengths

Focusing on the Xbox One’s strengths is the perfect way for Microsoft to capitalize on Sony’s absence.

As mentioned, Sony’s lack of platform doesn’t allow the company to form a reply within E3, so if the company can upsell its strengths over its competitor, then it will have a greater impact.

In particular, by centering in on the Xbox One X’s superior performance and backwards compatibility functionality would be easy avenues to score points.

Nintendo does this perfectly with its Nintendo Directs, which always keeps a light shone the platform’s superior points over its peers. Even announcing more games for backwards compatibility will have added importance given the absence of Sony.

5 Ways Microsoft Can Dominate E3 2019 Without Sony

Prioritizing Exclusive Content

If a competitor has no reply, then focus on your superior selling points. As a result, Microsoft should certainly plan out and upsell its exclusive content.

By focusing on first-party exclusivity – whether that be games, DLC, or timed exclusives – the company will ensure they have a superior impact.

Sony utilized this perfectly in 2013’s E3, following Xbox’s used games fiasco and muddled messaging through a simple 20 second video that scored a massive PR and marketing win for Sony.

If Microsoft is able to do the same as above, then it would have an improved impact as Sony has no official space – at least, not at the size of E3 – in which to reply. 

5 Ways Microsoft Can Dominate E3 2019 Without Sony

Announce the Next Xbox

An obvious choice, but an important one. With Sony sitting out this year, then Microsoft must know that the Japanese company is probably gearing up for its next console.

So far, each company has gone toe-to-toe, releasing and announcing consoles close to one another. Microsoft, then, could announce its next console, even if it’s brief with little detail.

That way, Microsoft would dominate E3 columns, op-eds, and headlines, simply by announcing it is working on a next-gen system.

Usually, to alleviate hype focusing on one company, its competitor will announce something similar. Sony hasn’t got the opportunity to reply (unless it has something up its sleeve beforehand), so Microsoft should take this chance to be a step ahead of Sony before the next generation even begins.

5 Ways Microsoft Can Dominate E3 2019 Without Sony

Offer Something Brand New

Microsoft has done a lot within the console space. Xbox Live was hugely successful, as well as Game Pass this generation, but it could still do even more

Seeing as all lights are on Microsoft, now is the time for the company to take a risk and try something new. If – and this is a big if – the company is sitting on something significant that could change the industry, maybe along the lines of affordable AR, then now is the time to reveal it.

What do you want to see Microsoft do this E3? Let us know in the comments below.