• Microsoft's Phil Spencer said the company doesn't want to stay in its current position in the gaming console market
  • He said the company will take bold steps to win back market share from PlayStation
  • Microsoft can be expected to do things it has never done before, he implied

The console wars between Sony and Microsoft continues to rage on and this year, the two gaming companies are expected to release next-gen powerhouses that are designed to take console gaming to a whole new level.

While fans can expect the new consoles to introduce a very immersive kind of gameplay experience, fans should also expect to see more than just the consoles and their games. Per GameSpot, fans should also expect to see Microsoft taking bolder steps in the fight for game console supremacy.

Xbox boss Phil Spencer recently said in the "Gamertag Radio Podcast" that the company doesn't want to be in the same position that it currently is in the gaming console market. Because of this, it will start taking newer, bolder steps in an attempt to win back the market share that the PlayStation owned in the current console generation.

"Let's face it, we're not in the market position we wanted to be in this last generation. I don't think we're going to get to disrupt and grow our business just doing what we've always done. Let's go try to do new things," Spencer said.

The Xbox chief explained that this kind of attitude was introduced and spurred on by a persistent marketing boss. This marketing lead, he said, kept pushing until the company decided to reveal the Xbox Series X way ahead of its scheduled 2020 release.

“We made the decision ... the decision was actually really pushed forward by one of our marketing leads, and she's awesome, and she just stood up in a room and she said, 'We should go do something bold. Something we've never done before',” he added.

Spencer explained that he wasn't sold out to the idea at the start. He was, however, impressed by The Game Awards' Geoff Keighley who, with his vision and strategy, made TGA a must-see and “can't-miss” annual games event. Keighley's impact on him made him consider revealing the Xbox Series X during a non-Microsoft or non-Xbox hosted event.

Now, Spencer teases that Microsoft is looking for ways to market and promote its upcoming gaming console in ways that it never thought of. He said that the company might or might not get these ways “right,” but it will still be “bold in what we're trying to go do.”