The Week in Tech: Xbox, McDonald’s Japan and a firm rebuke to genAI
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
On the agenda…
A flashy conference where the latest video game trailers are boomed out one after the other might not be the place you’d expect a company to signal an important shift in strategy – but that’s exactly what Xbox did last night (20 August) at Gamescom Opening Night Live.
During a trailer for its upcoming flagship release Indiana Jones and the Great Circle, it was revealed the game would be coming to Sony’s PlayStation 5 just a few months after it launches on Xbox in December. This may not seem a big deal on the face of it, but exclusivity has been a core part of the marketing strategy behind video game consoles for decades now. And the Microsoft-owned Xbox seems happy to move away from it.
This had been teased in 2023, when four Xbox titles made the jump to Sony and Nintendo consoles: Hi-Fi Rush, Sea of Thieves, Pentiment and Grounded. But these titles had been out for a while or were comparatively quite small, especially compared to a property like Indiana Jones.
