The last several months have been a roller coaster for Xbox. Microsoft’s gaming division saw a major leadership turnover back in February, with CEO Phil Spencer abruptly leaving the company along with his heir apparent Sarah Bond. Incoming CEO Asha Sharma and chief content officer Matt Booty moved quickly to reestablish trust in the flagging brand. They ditched the unpopular and confusing “This is an Xbox” advertising campaign. They cut prices on Xbox Game Pass after a 50% price hike sparked an exodus from the service. They reaffirmed that new high-end hardware was in the works, in the form of Project Helix. They boldly declared that their organization would no longer be called “Microsoft Gaming” (nerdish, uncool) and instead adopt an all-caps XBOX (shouty, uncool in a different way). Xbox hosted a barnstorming summer showcase on June 7, and gave away hundreds of translucent green Series X consoles to fans who attended live.
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Author: 360 Technology Group
