Months after launching its very first tablet, Microsoft has announced the opening of a new studio focused on tablet, mobile, and cloud games. Through partnerships with indie studios, the first of which is Dlala games with more to come, Lift London is meant as a launchpad for new IP focused on emerging tech and markets.
Expanding Beyond the Console
“The studio’s mission is to be bold and brave and to lift the reach of the Xbox service beyond the console,” according to Lift London boss Lee Schuneman. “If you look at the size of the tablet market today, it’s measured in the hundreds of millions, and that’s the area where we aspire to be.” This statement underscores Microsoft’s strategic pivot towards a broader audience, recognizing the immense potential in the tablet and mobile gaming sectors. The tablet market has seen exponential growth, with devices becoming more powerful and capable of delivering high-quality gaming experiences. By tapping into this market, Microsoft aims to capture a significant share of the gaming audience that prefers portable and accessible gaming solutions.
The Shift to Connected Entertainment Services
“The key thread that runs through this and our future is the shift from packaged products to connected entertainment services,” Harrison said. “That is the thread you will see us develop over the coming years. It’s not a change we’re going to make immediately. We will continue to support retail products with our key releases for sure.” This shift reflects a broader industry trend where digital distribution and cloud-based services are becoming the norm. By focusing on connected entertainment services, Microsoft is positioning itself to offer seamless gaming experiences across multiple devices, including tablets, smartphones, and smart TVs.
Lift London’s approach is not just about creating games but also about fostering innovation and collaboration within the gaming community. By partnering with indie studios like Dlala games, Microsoft is encouraging creativity and diversity in game development. Indie studios often bring fresh perspectives and unique ideas that can lead to groundbreaking games and experiences. This collaborative effort is expected to result in a rich portfolio of games that cater to a wide range of tastes and preferences.
Moreover, the focus on cloud gaming is particularly noteworthy. Cloud gaming allows players to stream games directly to their devices without the need for high-end hardware. This technology has the potential to democratize gaming, making it accessible to a broader audience. Services like Xbox Cloud Gaming (formerly known as Project xCloud) are already paving the way for this future, allowing gamers to play console-quality games on their tablets and smartphones.
In addition to gaming, Microsoft’s strategy includes integrating other forms of entertainment into their services. This could involve streaming movies, TV shows, and music, creating a comprehensive entertainment ecosystem. By doing so, Microsoft aims to become a one-stop-shop for all digital entertainment needs, further enhancing the value proposition for its users.
The establishment of Lift London is a clear indication of Microsoft’s commitment to staying ahead of the curve in the rapidly evolving gaming industry. By embracing new technologies and expanding its reach beyond traditional consoles, Microsoft is poised to capture new markets and redefine the gaming experience for millions of users worldwide.
Source Eurogamer
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