Microsoft recently held their Financial Analyst Briefing 2017 and, as summarised by NeoGAF user JINX, Phil Spencer had a lot to say about first party content, as well as what's coming at E3.
To start with, he said that many gamers are part of the market via other devices aside from console, and that consoles are instead purchased for great content such as first party games. Microsoft's own first party content attracts more users to the social network they offer (Xbox Live), which in turn then builds loyalty, according to Spencer, who adds that this doesn't just increase interaction, but also drives commerce, leading to more great content, creating a cycle.
He goes on to say that innovations like Beam are a result of first party content starting this cycle between social networks and gaming, and Microsoft believes they can drive revenue through monetisation in the network, of which Xbox Live is a major part.
Spencer also talked about E3, which will provide what he calls the "next wave of big hits," promising that Microsoft will continue to invest in first party content in the future as part of this cycle.
What "big hits" do you hope to see at E3?