TLDR Tech / Design
Xbox Gets a New "North Star" and a Branding Shift, Exclusives Also Being Reconsidered
Under new leadership, Xbox is redefining its strategy around being "affordable, personal, and open," targeting daily active players as its north star and expanding across console, PC, mobile, and cloud. CEO Asha Sharma and Xbox Game Studios head Matt Booty have acknowledged failures in areas like pricing, PC presence, and core platform features, while flagging rising development costs and indie competition as growing challenges. Exclusivity, windowing, and AI are also under review. The Microsoft Gaming brand is being retired in favor of the Xbox name.
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