While Xbox strives to release its upcoming handheld alongside a plethora of new games, some industry professionals, including former high-ups at the company, aren’t convinced they’re heading in the right direction.
When Xbox announced its handheld and teased the future of the console, fans went wild. Many are already highly anticipating the ROG Xbox Ally and the upcoming release of The Outer Worlds 2, Gears of War: Reloaded, High on Life 2, and those coming out past 2025, like Fable and Elder Scrolls 6.
However, former Blizzard President and Microsoft / Xbox Vice President Mike Ybarra took to X to share his concerns about the future of the brand.
Ex-Blizzard president “confused” about Xbox’s future
Sharing his thoughts on X, Ybarra wrote, “Tough to see Xbox confused about who it is and what it should be,” referring to the upcoming handheld, which has seen some contention from previous Xbox founders.
“Some great people there still. They have to figure out what needs to change… and fast. I’m a big fan and will always bleed green. Cheering the team on from the sidelines. Pick your lane and stick to it,” continued Ybarra, showcasing his support for the console, while still voicing his concerns.
“What do you think MS should do with the Xbox brand… If Xbox is going to thrive beyond the console, it needs a clearer identity. It’s time to redefine what Xbox really is” asked one user, to which Ybarra responded: “It’s simple to me. Xbox should strive to be the world’s largest publisher of entertainment content.
“Get rid of everything else and get focused. Do not be afraid to say what you are. Embrace the lane.”
To clarify, he explained that Xbox’s “lane” is its identity as both a stellar console and “the worlds largest publisher of entertainment content, “explaining his thoughts in another post: “You ask anyone on the street what Xbox is and 99% of the time they say a video game console. That is the identity. Period.”
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