We need team fans as much as we need brand fans, says Phil Spencer

Phil Spencer spoke in a discussion with Tim Schafer, head of the Double Fine studio, about the importance of creativity in developing and building a name not only for brands, but also for teams. As an example, he cites Double Fine, the authors of the games Psychonauts, Borken Age or the adventure game Keeper, released two weeks ago. At the same time, the expression raises questions Microsoft has completed several similar studies in recent months and years.

“One of the things I like about Double Fine is that they only made about one and a half sequels. What does this lead to? There are fans of Double Fine as developers. You want the platform to be able to show your love for Double Fine, even if you don’t know what their next project will be,” the Xbox boss describes the relationship between players and Double Fine.

“And of course we have key franchises that ensure people who love Minecraft, Call of Duty or Fortnite have a place to meet and socialize,” he adds. However, he says creating and maintaining both types of communities is key to business and the creative process.

In recent years, Microsoft’s strategy has focused on specific brand communities, such as Call of Duty, rather than teams. Microsoft accidentally shut down a number of studies Tango Gameworks (“The Evil Within”, “Ghostwire: Tokyo”, “Hi-Fi Rush”) Arcane Austin (Loot, Krasnofall) or Initiative (an unfinished reboot of Perfect Dark). Elsewhere, he canceled unfinished projects and made abrupt layoffs, as in the case of Rare and them Everwild.

“I think there is something uniquely human about the creative process and it is important that we in the creative industry protect and support that. It’s not always easy because some things will be valued by the market and others won’t, but I think the bravest thing a team can do (…) is to put something out there for people to appreciate and rate and comment on,” says Spencer.

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