US Edition‘Pick Your Lane’: Former Xbox Execs Question Its Current Strategy
- Former Xbox executive Laura Fryer published a 13-minute video discussing her concerns about the current direction and hardware plans of the Xbox brand.
- Fryer criticized Microsoft's push to bring Xbox games to all devices and the Xbox ROG Ally partnership, which she sees as abandoning console hardware.
- Additional context includes Microsoft teasing next-generation Xbox hardware with AMD and Xbox expanding cross-platform distribution and cloud streaming.
- Mike Ybarra expressed concern over Xbox’s current direction and identity but continues to support the team as a dedicated fan.
- The mixed reactions and criticism point to uncertainty about Xbox’s identity and a possible strategic shift focusing more on Game Pass and less on exclusive hardware.
15 Articles
15 Articles
For several months, Microsoft has been multiplying signals suggesting that the Xbox console is no longer the strategic heart of its ecosystem. External partnerships, service orientation, the disappearance of the discourse around a new proprietary machine: the publisher seems to rethink the very identity of the Xbox brand. Last point to date: the partnership with Asus around the ROG Ally, Xbox Edition, a Windows PC that has only the appearance of…
An ex-Xbox executive and former president of Blizzard laments seeing that the brand is confused about what it is and "realizing what needs to be changed."
Mike Ybarra, the former Blizzard president, believes that Xbox should opt for an identity and stick to it instead of doing all kinds of things. read more
A pioneer of the original Xbox team throws a pad into the pool by declaring that hardware is "dead" in the brand. Behind this shocking statement, Laura Fryer criticizes the visible orientation of Xbox towards the Game Pass and hardware partnerships instead of a dedicated hardware.
Coverage Details
Bias Distribution
- 50% of the sources lean Left, 50% of the sources are Center
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