Fundamentally, Microsoft’s major issue is their software development strategy. They started off the 360 generation stunningly. Then, around the middle of the gen, they just took their foot off the pedal. It seems like they thought they had the entire market sown up and didn’t need to put anything else in other than servicing Halo/Gears/Forza.

Sony’s success this generation wasn’t just down to luck. Yes, they got the hardware to mass market pricing down, but their software strategy is what is doing it. They got this far by busting their buns throughout the PS3 generation continually rolling out unique titles. Let’s be brutal - a lot of it was merely ok. But it gave a sense of investment into the platform and people really warmed to it. When it came to this generation, they were already running.

Microsoft seem to be doing everything apart from making software. I’m not sure if the X was an attempt to wrest the third parties back, but it isn’t going to get anywhere near doing that.

What is the most talked about console of the moment? The Switch. The least technically proficient of the three. Microsoft need to stop cancelling games and start getting some unique titles out. They are a middling Halo or Gears away from being in some serious trouble. The spotlight is already on them. The ace in the hole may be their game subscription service, a truly disruptive method of tapping into the market.