Albert Penello, a distinguished industry veteran and former marketing executive for Xbox, passed away on December 31, 2025, following a long and courageous battle with cancer.
The news of his passing was confirmed on social media by his former colleague, Mike Ybarra. Penello was recognized as a pivotal voice behind the rapid expansion of the Xbox brand, leaving behind a profound and lasting legacy within the gaming industry.
“I spoke with Albert about a month before he passed. He remained incredibly spirited and surprisingly positive despite his illness. He was a kind, generous soul with an immense passion for video games. His energy and contributions to Xbox were invaluable, particularly his dedication to the player community.”
Ybarra shared a message of support for Penello’s wife and their 12-year-old daughter during this difficult time.
After early career experience at Electronic Arts, Penello spent 18 years at Microsoft, where he held several key leadership roles. As a marketing lead for Xbox, he played a vital role in defining the brand’s identity and strengthening its relationship with global audiences. In 2018, he moved on to new challenges in the tech sector, including a tenure at Amazon Web Services, while also dedicating time to creative side projects and crowdfunding initiatives.
Known for his strategic foresight and an authentic love for gaming, Albert Penello leaves an indelible mark on the history of Xbox and the evolution of modern gaming marketing.
Source: iXBT.games