Microsoft's partnership with Bluehole Studio to bring PlayerUnknown's Battlegrounds (PUBG) to Xbox One was a major highlight of the Xbox gamescom 2017 event. The tech giant confirmed it would publish the Xbox One version, slated for release later that year. However, the term "exclusive" was immediately scrutinized. On Twitter, the game's community manager was directly asked if the exclusivity was absolute but sidestepped the question, stating only that there was "nothing further to announce at this time" regarding other consoles. Microsoft, when pressed for clarification, echoed this ambiguity, reiterating that PUBG would be a "console launch exclusive on Xbox One" and emphasizing the development team's focus on Xbox One and PC versions. This vague wording sparked speculation among fans and media alike about a potential timed exclusivity deal, similar to the arrangement seen with Rise of the Tomb Raider, which eventually came to PlayStation after a period. 
The strategic reasons for this ambiguity are clear. Exclusivity agreements are designed to drive hardware sales; confirming a future release on PlayStation 4 (PS4) could undermine the incentive for players to purchase an Xbox One or its more powerful variant, the Xbox One X. PUBG's enhanced version for the Xbox One X was a cornerstone of Microsoft's marketing for the new console, making any hint of a multi-platform future detrimental to their campaign. If Bluehole were to eventually bring PUBG to other consoles like the PS4, it would likely require a different publishing partner, as Microsoft's role was specific to the Xbox platform. Such a move, however, would not be announced until long after the Xbox version's launch to maximize its exclusive window.
Looking back from 2025, the situation was a pivotal moment in the game's history. PlayerUnknown's Battlegrounds was scheduled to launch first on Xbox One through the Xbox Game Preview program in late 2017, with a full release across all Xbox One devices expected in early 2018. The game was already a massive success on PC, and its console debut was highly anticipated. The uncertainty surrounding its exclusivity became a major topic of discussion in the gaming community, highlighting the complex business strategies behind platform releases. Ultimately, this episode illustrated how publishers and developers carefully manage information to control market dynamics and consumer behavior.