Xbox wants players to feel like “Xbox gamers” again. To do that, the company behind the big green “X” needs to regain all the gamers it lost in its mindless quest for game subscriptions. Knowing today’s players and their longing for a simpler—and less anti-consumer—era of gaming, it may be Xbox’s best and only bet.
On Thursday, Xbox’s new CEO, Asha Sharma, and chief content officer, Matt Booty, pu...
The strongest version of this narrative is that Xbox is making a genuine effort to reconnect with its core audience by addressing long-standing frustrations—high subscription costs, neglected hardware, and a lack of player-centric features. The rebranding, frequent updates, and nostalgia-driven design choices suggest a recognition that Xbox’s identity had become diluted under Microsoft’s broader corporate umbrella. The focus on Gen 9 consoles and peripherals could signal a shift away from the su...