Because there isn't a market for it? because it actually costs a lot? because it's not really that cool of a gimmick?
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One PC is not the same as another PC.. Cross-platforming shouldn't be a problem between consoles of similar hardware design.
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Does it really cost a lot? Has anyone released figures on how much it would cost to make a game able to play just the multiplayer aspect with another console of similar specification? I don't see it as a gimmick. I see it as a way to unite gamers. I have friends who play FIFA on the PS3, and friends who play on the Xbox. But I can't play with my friends on the PS3 because I don't have a PS3, and won't buy one specifically for FIFA. So if Sony won't ever make a penny from me with the PS3, why not allow me to play with my friends across platforms? The best thing about it is that it doubles the player count in online games. I mean, take Black Ops 2. In its opening week, the game sold 6.21 million units on the Xbox 360. This is a 55 percent market share of the total sales that week. The PlayStation 3 version sold 4.61 million units, or 41 percent of the total sales.
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I was going to actually add that I have no idea how much it would actually cost. Because it hasn't been implemented yet nor has it been hinted at by any console manufacturer it's safe to assume it'd cost a decent bit of money. You have to realize that this was a popular idea back in the Xbox - PS2 days, and even earlier, and we're in right now what is known as quite possibly the last generation for consoles ever (ps4, wii u, 720). The fact that it hasn't happened yet is a good indicator on how much it'd cost.
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I really don't know, i'd just assume that it's one of those 3 reasons that's the cause of this.