Microsoft CEO Satya Nadella and the new head of Xbox, Asha Sharma, discussed the future of the brand and the company's plans for the gaming direction.
Interest in the topic intensified after games previously considered key Xbox exclusives, such as Halo, Forza, Gears of War, and the future Fable, began to be released on competing platforms, including PS5. This raised questions among fans: will Microsoft continue to develop Xbox as a brand?
The situation was exacerbated by the postponement of the launch of the new console and personnel changes. After 25 years of work, former Xbox head Phil Spencer left the company.
Nadella stated that Xbox remains one of the company's "main identities" and emphasized that Microsoft would not be able to exist if such areas "did not continue to develop." He also noted that games will always be part of Microsoft, and thanked Matt Booty, Phil Spencer, and Sarah Bond for their contribution to the development of the gaming division over the past 25 years.
The new head of Xbox, Asha Sharma, added that it is "amazing" that about 10% of the brand's employees have been working in it for more than 20 years. According to her, this reflects Microsoft's long-term commitment to the gaming market.
Nadella also acknowledged the concerns of fans and the feedback that has emerged in recent months. According to journalist Jez Corden from Windows Central, the future of Xbox and the need to strengthen the brand's position are currently being discussed within the company.
According to Nadella, Microsoft intends to "always" invest in the gaming direction. But the Xbox brand itself is now experiencing an identity crisis. Some advertising campaigns, including "This is Xbox," have received criticism from players. The main question raised by fans is: if "everything is Xbox," including PlayStation, then why buy an Xbox console?
