Xbox gave viewers a striking presentation on Sunday, closing out a stretch of Summer Game Fest that—at times—felt a touch too laid-back, yet still managed to spark interest in video games, at least for a moment. The broadcast was filled with standout, visually striking titles that, in earlier years, would likely have taken up space in PlayStation’s E3 lineups, alongside only a handful of major releases bearing that unmistakable capital-B energy. That is, until the very end.
Phil Spencer, the CEO of Microsoft Gaming, stepped into the pre-recorded showcase to wrap things up, teasing—without fully committing to specifics—2026 outings for Gears of War E-Day, a fresh Forza entry (presumably Horizon), and the next Halo. These headline games were clearly absent (along with several other expected projects, including Fable 4 and Perfect Dark), and I suspect Phil was addressing that gap. With showcases like this—especially during key moments of the year—there’s always room for a “one more thing” surprise. And then it arrived… and disappeared.
Maybe it’s just me, but that closing reveal (even though the whole event is built as much around promotion as it is entertainment) ought to be something truly unexpected. It could be a follow-up to a franchise that’s been dormant for years, a completely new series from a well-known developer, or a meaty spotlight on a game fans have been waiting to hear about. What it shouldn’t resemble is the gaming version of announcing that the sun will rise and then set, or that a new day is on the way, or that the tide will roll in and then pull back out. Call of Duty: Black Ops 7 didn’t need to take up space in the Xbox Showcase, and likewise, the Xbox Showcase didn’t need Call of Duty: Black Ops 7.
Now, picture this for a second: EA runs its own major showcase later this year, echoing the energy E3 used to bring. The publisher rolls out fresh details for a new Madden, Battlefield, and Need for Speed—then comes the “one more thing” moment… followed by a new FIFA (EA FC). At first, you may not even clock that it’s EA FC, because the polished, visually impressive trailer leaves you guessing about what the teaser is actually pointing to. Then, just as the main character shifts into a football and is booted by Harry Kane, EA FC 27 flashes across the screen. You’d probably feel misled, and honestly a bit stuck for words.
I understand that Call of Duty is such a huge franchise that a large number of people will want to see a trailer for the next entry, and from a commercial angle, it can sound sensible to give it top billing. Still, it drained a lot of the thrill from the event. I’m not naive enough to expect an announcement on the level of Elder Scrolls 6 at the end of every showcase, but that kind of moment matters. It’s a key beat that can stick with people long after the credits roll. For Xbox, this felt like a lost chance.
Let’s jump back a few days to PlayStation’s pre-SGF State of Play (a smaller occasion, but still a showcase of newly revealed games). It ended with Marvel Tōkon: Fighting Souls. I’m not especially drawn to the title since I can’t really get into fighting games, but it still landed as a meaningful surprise: a major Marvel partnership, and a look at the idea with real depth. PlayStation seems to be cultivating the fighting game audience, and for those players, this was a major moment—and a real win. It was everything the BLOPS 7 reveal wasn’t.
If some alien landed on Earth and got a quick overview of the video game industry, I’m confident they’d read this article and just shake their head in disbelief and confusion. What can I say—sometimes the mood matters more than the numbers. The top choice isn’t always the most visible one.