Microsoft Gaming will now be called simply Xbox, according to an open letter published today by Xbox executives [1]. The letter states the console remains central to Xbox’s strategy, describing it as the foundation that delivers a premium experience. Cloud gaming will extend that experience to any device [1].
Xbox executives said the company will focus on four main priorities: hardware, content, experience, and services [1]. They called daily active players the new “north star” for the platform, noting the importance of tracking and growing this group as a key measure of success [1].
Affordability, personalization, and openness will define Xbox’s future. The executives promised flexible pricing models to make it easy for players to start and continue gaming [1]. "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," they wrote [1].
They acknowledged player frustrations with less frequent console feature updates, a weak presence on PC, complicated pricing, and fragmented discovery, social, and personalization features [1]. The letter said the model that brought Xbox success so far will not be the one to take it forward [1].
“Xbox will be where the world plays and creates,” the executives declared, promising to build a global platform that connects players and creators everywhere [1]. The goal is to seamlessly integrate the console experience with cloud services to reach more players on more devices [1].
Eurogamer first reported on the letter today [1], marking a clear shift in Xbox’s approach as it seeks to boost engagement and simplify access in a competitive market.
