Microsoft's new plan: developing games for augmented reality device HoloLens

Phil Spencer, head of Microsoft's Xbox division, admitted during a recent Game Developers Conference that Microsoft had lost its way in PC gaming, but that the company was seizing another opportunity. Spencer reiterated that Microsoft sees Windows 10 as the company's biggest opportunity to restore its former glory and market leadership.

Spencer acknowledged that Microsoft is developing games for the HoloLens augmented reality device, which will be available in the Windows 10 time frame. "We think of this as a full Windows 10 device," Spencer said. Microsoft also announced that it is providing the first toolkit to game makers to help integrate Xbox Live into Windows 10 games.

Windows gaming used to be synonymous with PC gaming. Almost all games were played on Windows, using Windows' DirectX API for drawing, and often using Microsoft's mouse, keyboard, and hardware for control. Fifteen years ago, Microsoft launched the first Xbox, and everything began to change. Suddenly, all of Microsoft's video games were concentrated on the new console. The Xbox series of game consoles and related games such as "Halo" have become a considerable business for Microsoft. But at the same time, competitors have also begun to enter the PC gaming market. For example, Valve's Steam platform has successfully captured the hearts and minds of gamers through its app store and integrated social networking functions.

Games for Windows Live was Microsoft's early attempt to bring the social features of Xbox Live to PC gaming, but it proved buggy, unreliable and ultimately a laughing stock among video game players.

Spencer specifically mentioned the existing Windows 8 app store, and he admitted that this business did not bring huge revenue drivers to developers, including Microsoft itself. Now, if Microsoft wants to make a breakthrough, it should change its positioning of users. These users no longer play games on Windows PCs or tablets or game consoles. They are users of the Xbox Live service, which means that games should run on multiple devices. Users have a common friend list on these devices, the same high scores, and people should be able to play games on any device they own.

Spencer said that Xbox is no longer just a game console, it means "Microsoft games." For HoloLens, Spencer said that this is a natural extension of Microsoft's new philosophy towards Windows 10, and it will receive the same level of support and multi-platform connectivity.

For those attending GDC, Microsoft is offering them an olive branch: They can reach a wider audience and make more money without having to go through the hassle of developing for multiple screen sizes and operating systems. After all, every Windows 10 device will have an Xbox app built into it.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.