There is a lot Xbox could do to improve their shows. I actually really enjoyed the last one going into a deep dive for Flight Simulator. Age of Empires was just too boring in comparison and not interesting at all.
They did deep dives with Forza Horizon 5 but they should have only done that once, not multiple times. I expect a deep dive for Starfield next year but they had to show a teaser to get it out of the way it's only on Xbox/Windows.
Microsoft showed games like Avowed, Everwild and Hellblade II much too early but they had nothing ready. Controband is another they teased way too early. Sony padded itself too with God of War because they need to build excitement as well for the future.
I think Microsoft still likes the live event type shows even if they can miss the mark. Showing a video montage just doesn't feel as connected and they are really the only ones who continue to stay connected with their fans, Major Nelson is another who helps connects Xbox to fans. Phil is always available too it seems. Nintendo and Sony like to be more reserved and controlled but I find that more distant but many don't really care about that, which is fine, they just want to see the games, but gaming is so much more social now.
Yeah I agree, they have done some good deep dives but I meant it with respect to event consistency i.e. we will have deep dive streams for 1st party games between 10 - 20mins a month or so before launch. Purely from setting expectations and a messaging standpoint.
For early showing of games, I don't mind it too much since it was to lay out what was coming during the generation - specifically Avowed & Hellblade II. However, I agree with Everwild since it now appears they didn't even know what the game was supposed to be and has since been rebooted (?). Contraband is another one they could have held off on until they are able to release more details.
Live events are generally fine with talking heads/devs in-between games being shown, and Microsoft are getting better at it, although some definitely are off the mark still - need to polish up the format, especially the ID@Xbox streams. I think PS will revert to that once COVID is "over" with rumors of PSX returning in 2022, especially with PSVR2 launching then and how critical it is to have a hands-on experience with VR for media/outlets/fans. Either way, I do like the Nintendo format with a gaming montage with minimal talking in-between, followed by Treehouse for those interested in deeper dives with the studios.
Ultimately regardless what any of these platform holders do, consistency is key to setting and managing expectations. Whether that is "Hold big E3 showcase, smaller version later, ID@Xbox indie showcases, and deep dives for 1st party releases some time before launch." Or otherwise.
Edit: Agreed about Xbox being more connected to the fanbase and fostering that aspect, as opposed to PS/Nintendo's approach. It must be partially based on the current personalities for each platform holder, since Jim Ryan just doesn't come across with any charisma and would be more detrimental to be as engaged. Honestly, I'd love to see more Hermen Hulst shine through from his social media (IG in particular) persona, but I'm not sure corporate is/will allow it unfortunately (or maybe he doesn't). Reggie & Miyamoto used to be that for Nintendo as well. Maybe it's also partially that the new guard are well, new, where Phil has been there for years in the public sphere and it takes time to build up/find the right "face" of the brands.