A New Game is launched “Pick your lane and stick to it”: Former Blizzard president says it’s “tough to see Xbox confused” amid “this is an Xbox” branding: “They have to figure out what needs to change… and fast” is launched.
“Pick your lane and stick to it”: Former Blizzard president says it’s “tough to see Xbox confused” amid “this is an Xbox” branding: “They have to figure out what needs to change… and fast”new features
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Meanwhile, one of Microsoft Game Studios’ earliest producers thinks “Xbox hardware is dead”
“Pick your lane and stick to it”: Former Blizzard president says it’s “tough to see Xbox confused” amid “this is an Xbox” branding: “They have to figure out what needs to change… and fast” new features
Microsoft’s Xbox strategy as of late has the likes of Blizzard’s former president and one of Microsoft Game Studios’ first employees joining the chorus of confusion around the Xbox brand.
The Xbox Series X-era of Microsoft has been one of the weirdest. After kicking things off with buying Bethesda, and what felt like a never-ending Microsoft Activision deal, Xbox decided to go all-in on forgoing exclusives almost-entirely, with previously unthinkable titles like Gears of War and Forza Horizon 5 coming to PlayStation consoles. This was swiftly followed by the “this is an Xbox” strategy and the Xbox branded Asus ROG Ally X – the ROG Xbox Ally – which sure makes it feel like Microsoft is planning to leave the console game – even if it isn’t.
Microsoft’s bizarre strategy has a lot of people confused about what the Xbox brand even is at this point, including former Blizzard president Mike Ybarra.