Will focus on local smaller promotions instead
Microsoft has confirmed that it will not be taking part in either Gamescom or the Tokyo Games Show this year.
Instead, it is shifting gears and changing its strategy to focus on smaller localized promotions for press, partners, retailers and customers around the world. While acknowledging that both are important events for the industry, it believes that this change in approach is the right direction.
While Microsoft has never really set Tokyo on fire with their appearances at TGS (which are dominated by Nintendo and Sony) the company will be missed at Gamescom. We will have to see if this strategy pays off for Microsoft. We have to wonder what Microsoft might have planned for these smaller localized events and when it plans to kick them off.