Nintendon ja Sonyn strategiat videopeleille ja konsoleille ovat merkille pantavan erilaiset. Lisäksi menneiden muutaman vuoden aikana Microsoft tuntuu löytäneen sen oman tiensä Xboxille ja ennen kaikkea Xboxin erilaisille palveluille. Kyse on tietoisesta linjauksesta olla erilainen.
Games Radarille puhunut Xbox-pomo Phil Spencer kertoi, ettei tarkoituksena ole seurailla muiden askelmerkeillä.
"Our strategy is not to just go be like someone else. I get a push sometimes of 'where's your version of this or that game?'. I've been in this industry for a long time, I have a ton of respect for creators on all platforms, and I know many, many of them. But it's good if we're doing something different than what other platforms are doing. We're not in the business of just trying to create a green version of somebody else's blue or red coloured platform. That's not the example of creativity that I want to see in the games industry."
Spencerin mukaan pelilalalla on tilaa kaikille. Toisen menestys ei tarkoita toisen tappiota.
"For us to succeed, I don't think another company has to get smaller. I want the industry to continue to grow and accelerate its growth, and if you buy a Switch, and you want to play Minecraft, and I happen to buy my kids a Playstation... if they can't play together, that doesn't help gaming grow, in my mind. That war might help one device win over another device, but it doesn't help the industry. I believe focusing on player joy, ease of play, and accessibility, in the long run, is the right strategy. And I think the industry will move in that direction, because that's what gamers will demand."