Xbox bosses are so convinced 4K telly is the future that they’re putting their all in to promoting it with their new console.
Albert Penello, who leads marketing for Xbox consoles globally, said the firm doesn’t always jump on technology trends.
He cited a lack of enthusiasm for 3D TVs when they had a flurry of excitment five-to-ten years ago.
But he said Xbox does recognise the quality of 4K resolution, where TVs broadcast at four times the detail of current HD screens, and wants to get involved.
So much so that the company locked-in 4K specs for it’s upcoming Xbox One X super console years ago.
He said: “We saw the 4K shift coming.
“We don’t jump on every technology that comes along, we pretty much skipped 3D if you remember in the 360 era, so we really believe in 4K.
“We were convinced.
“And we wanted to create a box that was the showcase device for 4K televisions.
“That was our design.”
Microsoft says the Xbox One X is the world’s most powerful console, boasting six teraflops of power and native 4K gaming.
It’s launching more than a year after the PS4 Pro was released – which also offers 4K gaming and HDR visuals.
It is set to hit shops on November 7 for £449.99 and is poised to be the most powerful console ever upon its release.
Some of the games set to immediately take advantage of its more powerful hardware include Forza Motorsport 7, Middle Earth: Shadow of War and Assassin’s Creed Origins.
Mr Penello said he was full of admiration fr rival Sony’s PS4 Pro machine.
“I give them a lot of credit for what they did there,” he told MCV.
“But for me, the most interesting observation is that we both arrived at a similar idea even if the execution is slightly different.
“We don’t have insight into what their plans are, so when they announced the Pro, I was as surprised as anybody else was.
“They had a different idea in mind for what they wanted to build, so in retrospect it may seem like we were reacting to what they were doing.
“But people in the business know that this has been in the works for years, and we have to lock the specs years in advance.”
As alluded to before, there’s less than one month to go until the official launch of the Xbox One X and Microsoft will sure be hoping it helps bridge the gap in sales with Sony’s PS4 which has steamed ahead this generation.
Lewis Ward, IDC Research Director for Gaming and VR/AR was speaking to GamesTM in their latest issue and suggested that while Microsoft’s new console will do well, it’s still not going to be enough to catch Sony.
“No, the XB1X won’t be enough for Microsoft to catch up. It should give PlayStation 4 Pro a run for its money in 2018 in the United States and the United Kingdom, however.
“I’m projecting about four million XB1X consoles shipped from Q4 2017 through the end of 2018, and about five million PlayStation 4 Pro consoles shipped in the same timeframe.
“The way shipments break down globally, however, that implies a very tight race in the United States and the United Kingdom.”
Although this is still a big win for the PS4 Pro, it doesn’t perhaps reflect the price difference and actually implies that the years ahead could feature a much closer battle for supremacy between the two console makers.