At a keynote fireside for GameLab Live, Phil Spencer said that while first-party exclusives are important, it doesn’t help the industry for all the players to do exactly the same thing with their platforms, services, or content.

Microsoft’s E3 press conference doubled down on more games, more ways to play games, more games, more places to play games, more games and more ways to access games. Oh and Cyberpunk 2077, Gears 5, Psychonauts 2 and Halo Infinite are just a few of the big titles featured.

Once development on Gears 5 started The Coalition began to ask, “What sorts of other things can we do?” said studio boss Rod Fergusson. “As a creator, you create this world and you want as many people to get access to it as possible.”