The President of Xbox commented on the current situation with the brand and responded to criticism.
In an interview with Fortune magazine, Xbox President Sarah Bond spoke in detail for the first time about the current state of the brand and its future in 2025, against the backdrop of criticism from fans and the gaming community as a whole.
Xbox is primarily about making it easy for people to access their games. We know that this is what is important to players. Everything that happens in the industry — all innovations — we use to make this access easier and more accessible than ever before.
At the same time, Sarah Bond emphasized that the hardware remains the "core" of the Xbox experience, despite the obvious shift towards multiplatform.
Xbox is a brand that people have relied on for almost 25 years. The 25th anniversary is coming soon, and those who play on Xbox really love Xbox. It means a lot to them, so changing it is difficult. There are things that need to be invested in for the long-term well-being and growth of the brand. But at the same time, there are players who genuinely love Xbox just the way it is now.
Bond noted that all decisions are made based on "key business health metrics": the number of active players, hours of play, purchases, and subscriptions. The company closely monitors both what players say and their actual behavior.
