Traditionally when a developer tries to go to a publisher they end up losing the rights to their product and it becomes the strict property of the proposed to publisher, however in the case of the upcoming game Sunset Overdrive developer Insomniac games has maintained control of their IP.
Sunset Overdrive co-creator Marcus Smith told IGN that one of the major reasons why the title became an Xbox One exclusive is due to Microsoft allowing Insomniac to hold the franchise rights.
“We pitched it a few different places, and it was really important to [Insomniac CEO] Ted [Price] that we own the IP, so some of the conversations broke down over that. With Microsoft, they just came in very energetic and excited to work with Insomniac, period.”
For Microsoft this is good news as all consoles need games that are exclusives and Sunset Overdrive could be the game that convinces people who are still on the fence with the console to buy the game. It is also nice to know that Insomniac still got to keep the rights to their game and it was good that Microsoft and Insomniac were so willing. On the point of consoles for me this won't convince me to buy an Xbox One, I just have no interest.