Billions of Dollars Later and Still Nobody Knows What an Xbox Is (theverge.com)
(Wednesday February 25, 2026 @11:00AM (msmash)
from the existential-crisis dept.)
Microsoft has spent more than $76 billion acquiring game studios and publishers over the past few years in an attempt to turn Xbox into a Netflix-like subscription platform, and the result is that nobody -- possibly not even Microsoft -- can clearly articulate [1]what Xbox actually is anymore , The Verge writes.
The brand started as a powerful video game console, but Game Pass and cloud gaming pushed it toward a hazier identity: the "This is an Xbox" ad campaign tried to redefine it as any device that could play Xbox games, whether a PC, a smart TV, a phone, or a Windows handheld. Microsoft then went further and started publishing its biggest franchises on PlayStation, making it one of the largest third-party publishers on a rival's platform.
Phil Spencer, who led the division for over a decade and drove the subscription pivot, [2]announced his retirement last week , and incoming CEO Asha Sharma has pledged "the return of Xbox" -- though her memo also talks about expanding across PC, mobile, and cloud, which sounds a lot like the status quo.
[1] https://www.theverge.com/games/883159/phil-spencer-xbox-game-pass
[2] https://games.slashdot.org/story/26/02/20/2125252/phil-spencer-retiring-after-38-years-at-microsoft
The brand started as a powerful video game console, but Game Pass and cloud gaming pushed it toward a hazier identity: the "This is an Xbox" ad campaign tried to redefine it as any device that could play Xbox games, whether a PC, a smart TV, a phone, or a Windows handheld. Microsoft then went further and started publishing its biggest franchises on PlayStation, making it one of the largest third-party publishers on a rival's platform.
Phil Spencer, who led the division for over a decade and drove the subscription pivot, [2]announced his retirement last week , and incoming CEO Asha Sharma has pledged "the return of Xbox" -- though her memo also talks about expanding across PC, mobile, and cloud, which sounds a lot like the status quo.
[1] https://www.theverge.com/games/883159/phil-spencer-xbox-game-pass
[2] https://games.slashdot.org/story/26/02/20/2125252/phil-spencer-retiring-after-38-years-at-microsoft