After years light on exclusives, Xbox exec says Starfield will start a "baton pass" for big releases like Avowed and Hellblade 2

gamesradar.com:

Rather than a response to the narrative that Xbox has struggled to release hit exclusive games, Xbox chief marketing officer Jerret West describes Starfield as "the starting gun of a relay race" which will be continued by the likes of Obsidian's fantasy RPG Avowed and Ninja Theory's Senua's Saga: Hellblade 2.

I don't know that we need to put the pressure of changing a narrative on Starfield

Speaking with GamesRadar+ at Gamescom, West says Starfield's launch is a rare moment for the industry and the Xbox brand. "I talked a lot about community joy and communal joy, and that's what I think Starfield represents for us," he begins. "It doesn't come along very often, where you have a game that's so ambitious from a creator like Todd Howard. He'll create new IP maybe once every decade or two. And this is one of those moments. So I think back to when I was just a gamer and it reminds you of why you love gaming. I think Starfield represents a lot for the industry as a whole, because I think it's one of those moments that is so ambitious and so creative, and so unique and so new, that a lot of people are really excited about it. 

"I think that Starfield in some ways represents the starting gun of a relay race that is going to be amazing for Xbox as well," West continues. "And when I say Xbox, I mean the console and PC gaming communities. Because you see that all of these games are launching into Game Pass day and date on PC, on console. We've got Starfield and then Forza. And then if you think about 2024, we've already announced things like Avowed and Hellblade, and maybe you've gotten an opportunity to play Towerborne. 

"All of these games are kind of the baton pass to really create and shape how people are experiencing Xbox as a