Why Microsoft should look to esports to revitalise its franchises

It’s fair to say that Microsoft has suffered significant reputational damage this year. Combined with its workforce layoffs and cancelled projects, its fans are up in arms about the company’s aims for the near future. However, esports could be one of its saving graces in the short term.

Since Microsoft entered the console space in 2001 with its first Xbox console, it has become a behemoth alongside its rivals like Nintendo and Sony. Franchises like Halo, Flight Simulator, and more have solidified its Xbox brand. However, some are worried that it’s now falling out of favour with the general public due to the recent layoffs and an impression of being unfocused.

With this in mind, we argue why Microsoft should use the esports scene to help revitalise its Xbox brand with its franchises.

There was an adage that Microsoft didn’t have many first-party games compared to Nintendo and Sony. You would watch an Xbox Showcase every year around June, where the company would announce upcoming games, but most would not be exclusive to the console. In the past few years, though, Microsoft has been buying up several companies to prove its detractors wrong.

Developers like Bethesda, Double Fine, Ninja Theory, and more are now under the Xbox umbrella. However, we’re yet to see first-party games that have made their mark on Xbox. Indeed, we’re also seeing Microsoft bring some of its games to other platforms, such as Forza Horizon and Sea of Thieves on PlayStation 5. As it stands, its franchises are all over the place, giving fans little reason to stick with Xbox when it seems like Microsoft is about to become a third-party developer and publisher, much like Sega did when its Dreamcast console failed in 2001.

Despite Microsoft currently being on the back foot, demonstrating some of its titles at esports events could help remind players and viewers of the company’s franchises and how they could work at several existing events. Games like Halo and Gears of War have strong multiplayer communities, which could be a perfect fit for esports. There’s also its Game Pass subscription service, which can offer players and fans several games via Xbox and PC. Furthermore, its upcoming handheld could also work at several tournaments, especially with crossplay features.

The company also has a vested interest in AI, which could be leveraged for broadcasting tools to give viewers and players better ways of analysing matches, giving the company a competitive edge in the esports industry.

Age of Empires is one of Microsoft’s oldest franchises, but has seen somewhat of a renaissance in recent years, thanks to remasters of its earlier entries. The turn-based strategy game, first debuting in 1997, feels perfect for esports, especially when similar games, like Valve’s Dota 2 and Riot Games’ League of Legends, are still hugely popular. Being able to control armies from different eras with real-time decision-making and building up squadrons in matches that can last for a tense amount of time feels perfect for esports. Age of Empires’ unique attributes of historical landscapes and gameplay could make it a natural fit at several esports events worldwide.

Gears of War is also seeing a return with a second remaster of its first title, called Reloaded, coming out on August 26. First debuting in 2007 on the Xbox 360 console, the cover-based third-person shooter made a big impression on players, setting it apart from many others in the genre at the time. With the remaster and a new entry, a prequel called E-Day, coming to Xbox Series S/X consoles and Windows in 2026, it’s a perfect time for the franchise to take to the esports stage. 

Apart from Fortnite, there are arguably few third-person shooters at events, with the most popular being first-person games like Counter-Strike 2 and VALORANT. Gears could lead the way here, with teamwork coordination by using the many maps offered, and quick reflexes, thanks to the fast action the series is known for. Combine this with esports spectator tools like replays, leaderboards, and more, and Gears could be a valued franchise in esports events someday.

Halo feels like the most natural fit for esports, but it’s arguably been more prevalent in speedrunning competitions in recent years, despite the Halo Championship Series going strong for several years. It could be a great opportunity for both Microsoft and Halo Studios to test the esports waters with the iconic maps, weapons, and characters that have immersed players since its debut in 2001. With rumours of the first entry being remade, and Halo Studios confirming that another entry will be announced by the time 2025 wraps up, it could be the ideal time for a renewed push into esports to show old and new players how good the series was, and how it could be again, starting with its multiplayer modes.

Microsoft is on its heels and has been for a while. With layoffs, delayed and cancelled games, as well as others being announced way before they’re ready, fans are beginning to question their loyalty to the Xbox brand.

But as esports is an ever-growing industry, Microsoft likes to put its fingers into several pies to try and stay relevant in several areas. Whether that’s an Xbox-branded Meta Quest 3 or a fridge, esports could be its next best effort. Hosting events that revolve around titles like Age of Empires and Halo could attract a lot of players and viewers and possibly reestablish its standing, which has eroded in the last several years.

The company currently gives the impression that it’s unsure of where to go, but esports could be the next frontier to help restore faith that it puts games first, before anything and anyone else.