The tortoise famously said that slow and steady wins the race, but in the world of video games the only thing slow and steady should be the constant jabbing of fingers into your rib cage as your partner tries in vain to pull you away from the screen. It shouldn't be your mantra during a Forza Motorsports race, and it certainly shouldn't be the reality of the Xbox One sales.
Unfortunately for Microsoft, however, the fact is that in January alone the PS4 netted double the sales of its Xbox One rival. As Sony's flagship console chomps down on even greater slices of the market share pie, Microsoft is preparing its deadly weapon to level the playing field once and for all: Titanfall.
As rendering technology advances with the arrival of next gen consoles, we can expect character models so detailed that box covers animate before our eyes and plunge into the follicles on Kratos' eyebrows while we fling our money at the cashier in terror. Titanfall, on the other hand, with its low 792p resolution isn't exactly going to send us hurtling towards that glorious future, but as the Xbox One's first flagship game it could at least level the playing field between Sony and Microsoft's gaming behemoths.
Crafted by the brains behind the palatial Call of Duty empire, Titanfall has been in the making for nearly three years. It's a first-person shooter that seeks to blur the line between online and single-player gameplay with fast-paced combat and a heavily anticipated storyline.
With all that in mind, Microsoft is pushing Titanfall as the defibrillator to kick start stalling console sales. "We're making a big bet that 'Titanfall' is going to be a blockbuster launch for Xbox," Yusuf Mehdi, head of marketing and strategy for Microsoft's Xbox group, told Reuters. "We don't have a sales forecast for the game to share, but we expect it to be big for us."
He may be optimistic, but we'll find out when Titanfall launches on 14 March whether the tortoise really can outrun the hare.