Looks like this is a blog article for the current state of Xbox
**We have work to do**
Players are frustrated.
New feature drops on console have been less frequent. Our presence on PC isn’t strong enough. Pricing is getting harder for people to keep up with. And core experiences like search, discovery, social, and personalization still feel too fragmented. Developers and publishers are asking for more, too: better tools, better insights, and a platform that helps them grow faster.
At the same time, a new generation of players is coming online with different expectations. Their time is split across games, media, and everything else competing for attention. They expect more content in familiar places, want to shape the worlds they play in, and want to create and socialize together, not just play together.
These changes are happening as the industry reshapes around us.
Console remains large and stable. Windows now represents more players and more hours and is increasingly where competition is most intense. Players have access to more games than ever, even as the cost and time to build blockbuster titles continues to rise, putting pressure on what gets made and how risk is taken. Some of the biggest recent hits are coming from small teams or even single creators, and places like Roblox are producing experiences that rival major franchises in scale. More players are also choosing subscriptions and services as their primary way to play, with expectations set around instant access, ongoing value, and libraries that evolve continuously.
The industry is becoming global and competitive. More than half of the market’s revenue, players, and growth are happening outside of our core markets. But the rest of the world is not just a large market. Developers there are increasingly competing with the most established Western studios, combining scale, speed, and a willingness to reinvent genres many once considered mature.
The model that got us here won’t be the one that takes us forward.
**Xbox will be where the world plays**
What does Xbox become in this next era?
Xbox will be where the world plays and creates. We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud.
Xbox will be built to be affordable, personal, and open. We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people. And we will be open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games growing over time.
Our new north star will be daily active players.
We will execute this through four priorities: hardware, content, experience, and services.
**Hardware**
Stabilize Gen9 as a healthy and high-quality base
Deliver Project Helix to lead in performance and play your console and PC games
Lead in comfortable, personal, high-performance accessories
Build a strong ecosystem that expands choice and reach
**Content**
Grow and extend an enduring portfolio of franchises players love
Evolve our 3P partnerships and strengthen our 5-year slate
Expand into China, emerging markets, and mobile-first audiences
Maintain and grow in live games and long-term stewardship
Elevate creator-centric platforms like Minecraft, The Elder Scrolls, and Sea of Thieves
**Experience**
Fix the fundamentals for players and partners
Make Xbox the best place for developers and creators to build and grow
Overhaul discovery, customization, social and personalization to connect the community
**Services**
Fortify Game Pass with clear differentiation and sustainable economics
Return the business to durable growth with strong cost discipline
Make cloud play feel native, fast, and reliable across TVs and low-cost devices
Use M&A deliberately to accelerate growth where organic paths are too slow
Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
**We are Xbox**
To achieve our master plan, the way we work must transform.
Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.
**We are Xbox.**
We are a high agency culture where wild and wonderful ideas thrive. Our job is not to smooth over our differences, but to connect everyone into something greater than any one studio or product.
We have to be honest about where we are. We’re a challenger, and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable. At our best we:
Earn every player
Protect our art
Stay rebellious
Progress over perfection
Signal over ceremony
Core before more
Outwork the problem
Speed is learning
Makers over managers
Clarity is kindness
Over the last five years, Xbox and the industry have been through an unimaginable amount of change, and this team has continued to deliver through it for our community. Thank you for staying focused on what matters. 62 days in, we’re proud of how we’ve honored our commitments of great games, return of Xbox, and future of play. We’re here to do the most creative and courageous work of our lives, and that’s what we’ll do together.
With gratitude,
Matt & Asha
NotAChanceBucko on
neat. Accountability and a plan.
Looking forward to what they can achieve.
NfinityBL on
“Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.”
There it is.
KesMonkey on
I love the decisive messaging and the positive vibes.
My confidence in the future of Xbox is growing.
Yellowman_95 on
Will she be able to put the genie back in the bottle?
_distortedmorals on
They’re saying the stuff that we want to hear. As someone that’s been with Xbox since the 360, I want to be optimistic and positive. Now they need to deliver, it’s that simple.
brokenmessiah on
*Our new north star will be daily active players.*
One thing I hope they are fixing as opposed to the last leadership is that they need to be able to communicate with their teams what exactly does a successful project look like. If its based on this metric then so be it but there needs to be actual quantifiable metrics.
Also this seems to me to be a rather indirect way of suggesting exclusives(as we knew them anyway) are not coming back. There’s no way they roll back exclusives that doesnt dramatically hurt this metric.
Pajamashark on
She sure is saying the right stuff. Now back it up with your actions Xbox.
nikodead on
Òne of few times i acutally read news xbox on xbox wire, lol
PlayBey0nd87 on
Well would you look at that.
A thoughtful and inspiring approach to put the focus back on what made Xbox special.
She hit all major points. Xbox needs to be competitive. It pushes creativity. That breeds bringing the best of Sony in the long run as well.
The install base difference and experiences will be incredibly tough to even work through but if Xbox focuses on innovative games and output it has started to get down since 2024, it’ll be ok.
LengthyNIPPLE on
My only complaint with the Series X is the console priced expandable storage options. I assumed those memory cards would be like $50 by now
flysly on
At least *seems* like they knew the brand was on life support and are trying to make a comeback. Since 2013, Xbox has always been 1 step forward, 2 steps back. Hopefully they can get some real momentum going and revive the brand.
cqlahamin on
we carry the flame
Responsible-Care-388 on
Now THIS is an Xbox
BocephusMoon on
Loving the rebrand and resurgence
GreyDuck4077 on
#TeamAshaBooty
ManyParsnip4Sale on
fantastic fantastic article.
just one point tho, what does windowing mean?
>Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
the8bitguy on
Another step in the right direction. Let’s see if they follow through
smithy122 on
It’s genuinely exciting to be an Xbox fan again, Asha is seriously determined to bring back Xbox and I’m all for it
Black_RL on
And marketing! Don’t forget marketing!
In Europe most people don’t know what is an XBOX.
YPM1 on
“Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.”
I genuinely love this. Xbox from top down. Xbox can service PC and be synonymous with gaming. Microsoft Gaming sounds awful.
NX73515 on
They’ve really lost their touch, focussing more on bringing their games to other platforms while completely ignoring the Xbox itself.
Announcing Indy on PS5 before the game was released on Xbox itself, with a ridiculous tone deaf ‘one more thing’ reveal.
Announcing the Halo remake while wearing a PS T-shirt and making it all about bringing the game to PS.
And while I have no problem more people playing more games, that simply doesn’t work when Sony isn’t doing the same and still buying thirdparty exclusives left and right.
Can’t even buy the console anymore, not even on their own website. What the fuck. Even if I wanted a new box, I can’t buy one.
How about some Xbox marketing. No one knows the thing exists. But we do see bundles on PlayStation with CoD. What the fuck.
But the thing that’s the worst, is that for years players stayed with the platform (mostly because of their existing library) and when we finally get a huge catalogus, they go thirdparty. And do shit for the Xbox itself.
I really wonder if they can turn this around.
ShinobiOfTheWind on
>Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
Sounds like timed exclusivity of their first party titles on other Consoles, coincidentally happens to be the case for Forza Horizon 6 on PS5, because they started development later than Series X|S and PC.
Leather-Entry93 on
Lmao we’ve gone from “This is an Xbox” to “We Are Xbox”.
Not a bad start
sassafrasgloves on
Where is everyone who said “it’s too late to put the genie back in the bottle”? It was never too late, Xbox can do whatever they want.. they always have done. If Xbox wants to sell consoles and entice people to buy their next gen consoles running windows and having exclusive Xbox games (ex: the next Elder Scrolls) would be a good way to do it
Eman21701 on
Okay now go and drop the prices of the 5 year old console. Historically speaking, no Xbox console has increased in price over its lifetime. I want a series X brand new, but I’m not paying $150+ more than what it was 5 years ago at launch.
26 Comments
Looks like this is a blog article for the current state of Xbox
**We have work to do**
Players are frustrated.
New feature drops on console have been less frequent. Our presence on PC isn’t strong enough. Pricing is getting harder for people to keep up with. And core experiences like search, discovery, social, and personalization still feel too fragmented. Developers and publishers are asking for more, too: better tools, better insights, and a platform that helps them grow faster.
At the same time, a new generation of players is coming online with different expectations. Their time is split across games, media, and everything else competing for attention. They expect more content in familiar places, want to shape the worlds they play in, and want to create and socialize together, not just play together.
These changes are happening as the industry reshapes around us.
Console remains large and stable. Windows now represents more players and more hours and is increasingly where competition is most intense. Players have access to more games than ever, even as the cost and time to build blockbuster titles continues to rise, putting pressure on what gets made and how risk is taken. Some of the biggest recent hits are coming from small teams or even single creators, and places like Roblox are producing experiences that rival major franchises in scale. More players are also choosing subscriptions and services as their primary way to play, with expectations set around instant access, ongoing value, and libraries that evolve continuously.
The industry is becoming global and competitive. More than half of the market’s revenue, players, and growth are happening outside of our core markets. But the rest of the world is not just a large market. Developers there are increasingly competing with the most established Western studios, combining scale, speed, and a willingness to reinvent genres many once considered mature.
The model that got us here won’t be the one that takes us forward.
**Xbox will be where the world plays**
What does Xbox become in this next era?
Xbox will be where the world plays and creates. We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud.
Xbox will be built to be affordable, personal, and open. We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people. And we will be open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games growing over time.
Our new north star will be daily active players.
We will execute this through four priorities: hardware, content, experience, and services.
**Hardware**
Stabilize Gen9 as a healthy and high-quality base
Deliver Project Helix to lead in performance and play your console and PC games
Lead in comfortable, personal, high-performance accessories
Build a strong ecosystem that expands choice and reach
**Content**
Grow and extend an enduring portfolio of franchises players love
Evolve our 3P partnerships and strengthen our 5-year slate
Expand into China, emerging markets, and mobile-first audiences
Maintain and grow in live games and long-term stewardship
Elevate creator-centric platforms like Minecraft, The Elder Scrolls, and Sea of Thieves
**Experience**
Fix the fundamentals for players and partners
Make Xbox the best place for developers and creators to build and grow
Overhaul discovery, customization, social and personalization to connect the community
**Services**
Fortify Game Pass with clear differentiation and sustainable economics
Return the business to durable growth with strong cost discipline
Make cloud play feel native, fast, and reliable across TVs and low-cost devices
Use M&A deliberately to accelerate growth where organic paths are too slow
Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
**We are Xbox**
To achieve our master plan, the way we work must transform.
Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.
**We are Xbox.**
We are a high agency culture where wild and wonderful ideas thrive. Our job is not to smooth over our differences, but to connect everyone into something greater than any one studio or product.
We have to be honest about where we are. We’re a challenger, and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable. At our best we:
Earn every player
Protect our art
Stay rebellious
Progress over perfection
Signal over ceremony
Core before more
Outwork the problem
Speed is learning
Makers over managers
Clarity is kindness
Over the last five years, Xbox and the industry have been through an unimaginable amount of change, and this team has continued to deliver through it for our community. Thank you for staying focused on what matters. 62 days in, we’re proud of how we’ve honored our commitments of great games, return of Xbox, and future of play. We’re here to do the most creative and courageous work of our lives, and that’s what we’ll do together.
With gratitude,
Matt & Asha
neat. Accountability and a plan.
Looking forward to what they can achieve.
“Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.”
There it is.
I love the decisive messaging and the positive vibes.
My confidence in the future of Xbox is growing.
Will she be able to put the genie back in the bottle?
They’re saying the stuff that we want to hear. As someone that’s been with Xbox since the 360, I want to be optimistic and positive. Now they need to deliver, it’s that simple.
*Our new north star will be daily active players.*
One thing I hope they are fixing as opposed to the last leadership is that they need to be able to communicate with their teams what exactly does a successful project look like. If its based on this metric then so be it but there needs to be actual quantifiable metrics.
Also this seems to me to be a rather indirect way of suggesting exclusives(as we knew them anyway) are not coming back. There’s no way they roll back exclusives that doesnt dramatically hurt this metric.
She sure is saying the right stuff. Now back it up with your actions Xbox.
Òne of few times i acutally read news xbox on xbox wire, lol
Well would you look at that.
A thoughtful and inspiring approach to put the focus back on what made Xbox special.
She hit all major points. Xbox needs to be competitive. It pushes creativity. That breeds bringing the best of Sony in the long run as well.
The install base difference and experiences will be incredibly tough to even work through but if Xbox focuses on innovative games and output it has started to get down since 2024, it’ll be ok.
My only complaint with the Series X is the console priced expandable storage options. I assumed those memory cards would be like $50 by now
At least *seems* like they knew the brand was on life support and are trying to make a comeback. Since 2013, Xbox has always been 1 step forward, 2 steps back. Hopefully they can get some real momentum going and revive the brand.
we carry the flame
Now THIS is an Xbox
Loving the rebrand and resurgence
#TeamAshaBooty
fantastic fantastic article.
just one point tho, what does windowing mean?
>Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
Another step in the right direction. Let’s see if they follow through
It’s genuinely exciting to be an Xbox fan again, Asha is seriously determined to bring back Xbox and I’m all for it
And marketing! Don’t forget marketing!
In Europe most people don’t know what is an XBOX.
“Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.”
I genuinely love this. Xbox from top down. Xbox can service PC and be synonymous with gaming. Microsoft Gaming sounds awful.
They’ve really lost their touch, focussing more on bringing their games to other platforms while completely ignoring the Xbox itself.
Announcing Indy on PS5 before the game was released on Xbox itself, with a ridiculous tone deaf ‘one more thing’ reveal.
Announcing the Halo remake while wearing a PS T-shirt and making it all about bringing the game to PS.
And while I have no problem more people playing more games, that simply doesn’t work when Sony isn’t doing the same and still buying thirdparty exclusives left and right.
Can’t even buy the console anymore, not even on their own website. What the fuck. Even if I wanted a new box, I can’t buy one.
How about some Xbox marketing. No one knows the thing exists. But we do see bundles on PlayStation with CoD. What the fuck.
But the thing that’s the worst, is that for years players stayed with the platform (mostly because of their existing library) and when we finally get a huge catalogus, they go thirdparty. And do shit for the Xbox itself.
I really wonder if they can turn this around.
>Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
Sounds like timed exclusivity of their first party titles on other Consoles, coincidentally happens to be the case for Forza Horizon 6 on PS5, because they started development later than Series X|S and PC.
Lmao we’ve gone from “This is an Xbox” to “We Are Xbox”.
Not a bad start
Where is everyone who said “it’s too late to put the genie back in the bottle”? It was never too late, Xbox can do whatever they want.. they always have done. If Xbox wants to sell consoles and entice people to buy their next gen consoles running windows and having exclusive Xbox games (ex: the next Elder Scrolls) would be a good way to do it
Okay now go and drop the prices of the 5 year old console. Historically speaking, no Xbox console has increased in price over its lifetime. I want a series X brand new, but I’m not paying $150+ more than what it was 5 years ago at launch.