After years of listening to game podcasts, I have to say this is E3 2011 edition of the Bombcast one of the best conversations I have ever heard about the Xbox.
I give full credit to Indie game star Jonathan Blow for asking the questions. Why is your platform so closed? Why does your interface force me to watch advertisements? Ironically, I've only heard about Blow because of his game Braid on the Xbox but he is clearly no mindless fanboy and his insightful comments kept it real.
What makes the conversation so special is that the other guests are two Microsoft regulars, Stepto and e. This conversation is almost painful to listen to at times which illustrates how rarely anyone asks meaningful questions in the media. Blow and I seem to agree about a lot of the same things so the talk was great for me to listen to but I think it is also useful for Microsoft.
Blow's questions brought up a number of small issues that actually touch on serious/significant aspects of the company culture.
Microsoft's culture is completely corporate. You get ahead in a large company by being liked, managing risk, and avoiding uncomfortable questions. The company generally ignores or disdains anything that we dont make ourselves. Despite the fact that the Xbox division has lost money almost every year it has existed and it is not even close to reaching the market size of the PS2 or Wii, the Xbox division sees itself as a mind-blowing success. I think these factors create a dangerous mindset for a business in our world of intense competition.
On a personal level, I am a gamer who loves gaming. I currently own 6 game platforms and I want to hear people who love games tell me about games wherever they are. I want to hear the good and the bad to help me be informed and make decisions. The idea that any platform is always good is childish.
For a while I listened to Stepto and e on the Major Nelson podcast. Eventually I stopped listening because it felt like too much of an infomercial for Xbox. While the cast seemed like nice people, all they did was talk about how great Xbox is. Even multi-platform games were discussed as if they only existed on the Xbox. That wasnt the game criticism I wanted to hear so I went back to listening to game journalists.
When Blow complained about being required to have achievements, the Softies said they had to do it because "people complained". To which Blow said: "That's when you sack up and tell them no." Amen brother. When people act like children, adults say no. Do people ever complain about Apple? Does Steve Jobs ever say no, you cant have multitasking or cut and paste? Just because someone asks it doesnt mean its the best idea.
The thing is, corporations avoid saying no (except to lawsuits) because it means someone has to think about the issue and make a decision and by doing so, that person takes the risk of screwing up and getting fired. Taking a risk by making a bold decision really is the worst thing you can do at a large corporation because you might screw up; job number one for corporate survivors is avoiding that situation by hiding in a group or by trying to please everyone. Whether the feedback is from partners or customers, Microsoft's corporate culture is very strong and starts with our CEO: be everything to everyone. Picking and choosing based on our design taste or creative vision are a huge no-no.
As part of the Microsoft talk, two other companies were mentioned: Apple and Valve.
Valve is a company of gamers for gamers. While they started as a PC game company that have evolved. They understand that they provide a service not a product; they bring games to gamers wherever they are. Windows, OSX, PS3, wherever. Blow complimented Valve for making it easy for him to sell games and reach gamers. I cant say enough good things about Valve.
Apple is an even more interesting comparison. For years I have heard that CEO Steve Jobs hates buttons (hence the no-button Mighty Mouse) and games. Apple does not make any game devices. They do make the hottest new gaming platform (the iPhone and iPad) which have created an entire new genre of touch gaming yet both products ship without a single game. Not even some crap like Minesweeper or some faux-intellectual stuff like Chess.
What Apple does make is a great platform for developers (Cocoa), great hardware, and they provide a platform that makes it easy to find, purchase and use software apps. Apple doesnt do games but they made it easy for other people to make games and touch gaming exploded immediately after the iPhone launch.
Blow is correct in his assessment. Touch gaming took off because of the sheer number of developers trying to make games on an easy to use, easy to distribute, open platform. iOS is nothing like the Xbox or PS3 or anything from Nintendo.
Despite Job's reputation for disdaining games, Apple has a bone fide top class gaming platform. iOS gaming is a big threat to all gaming hardware platforms because it is so popular and games are so cheap and there is only so much time customers can spend on gaming.
It may be inside baseball but the conversation illustrates that the culture at Microsoft is one of its biggest threats. Telling yourself how great you are, trying to be everything to everyone, and trying to control the platform will make it hard for Microsoft to grow and evolve. The Xbox is a major gaming platform with dedicated customers but it could be so much more.
By all accounts, MSFT ought to be THE gaming company because it essentially created PC gaming with Direct X. Remember Games for Windows? *cough* PC gaming is a lost opportunity for the company because the culture sees gaming as a product not a service. MSFT doesnt think of providing games to gamers wherever they are; MSFT sees gaming as a single product, Xbox, and as a result it has basically killed off PC gaming and ceded that market to others like Valve. One might even argue that until this year, Microsoft saw Xbox as a single game or game type (Halo and Gears).
The Microsoft press conference showed some interesting stuff but it remains to be seen whether the company has the vision and cajone's to tie that "stuff" into a coherent environment that people want to be.
Yeah, the first hour of this conversation was great. Despite our corporate slogan about unlocking potential, there is a lot of gaming potential Microsoft has yet to capitalize on and it wont do that without more frank dialogs like this. Way to go Jonathan.