“It seems Microsoft doesn’t fully understand what it’s doing and is just trying different options” — Xbox co-founder

Laura Fryer, one of the original creators of the Xbox, spoke about Microsoft’s current troubles. In her view, the company is “simply experimenting” as it searches for what works.

In the wake of widespread layoffs, studio closures, and cancelled projects, Microsoft has faced criticism for raising prices on Xbox hardware and the Game Pass subscription.

Fryer suggests the Xbox team itself may be uncertain about its direction — not necessarily in a condemning way, but rather in an exploratory sense.

“When I worked at Xbox, I always found it amusing that outsiders assumed we had everything calculated. In truth, we were trying to figure things out. We often had no clear idea what we were doing.”

According to her, that same trial-and-error approach is evident today: Xbox is losing momentum and the company’s strategy feels inconsistent. Since the Xbox One era the brand has struggled — Microsoft’s consoles run at a loss, with profits coming mainly from games and content.

Fryer noted that even Game Pass began as an experiment, albeit a successful one: the service has generated roughly $5 billion, or about 21% of Xbox’s annual revenue. Still, a string of controversies over pricing and policy could undermine consumer trust and make recruiting new talent harder.

“All these changes harm the brand. When we launched Xbox, Microsoft wasn’t a beloved company. Xbox made it more approachable, more fun, more lively. That feeling is fading — and with it the ability to attract talented people.”

Fryer concluded by saying Microsoft needs to rebuild players’ trust. That will be difficult, particularly if advertisements start appearing inside console games.

Source: iXBT.games