Many gamers love the Xbox brand just as it is now, Sarah Bond believes
Xbox’s president addressed the brand’s current standing and responded to criticism.
In an interview with Fortune, Xbox president Sarah Bond delivered her most detailed account yet of the brand’s condition and its direction for 2025, responding to concerns from fans and the broader gaming community.
At its core, Xbox exists to make it easy for people to access their games. We know that accessibility is what matters most to players. Everything happening across the industry — every innovation — we channel toward making that access simpler and more attainable than ever before.
Bond also emphasized that hardware remains the “heart” of the Xbox experience, even as the company clearly moves toward greater multiplatform reach.
Xbox has been a brand people rely on for nearly 25 years. With the 25th anniversary approaching, many Xbox players feel a genuine affection for the brand — which makes change difficult. There are areas where we must invest to ensure the brand’s long-term health and growth, yet there are also players who truly love Xbox just as it is today.
Bond noted that all decisions are guided by “key business well‑being metrics”: the number of active players, hours played, purchases and subscriptions. The company closely monitors both what players say and how they actually behave.
Source: iXBT.games
Related articles
Take-Two Chief Tells Journalist to Check the Facts Ahead of GTA VI Release
NVIDIA Releases GeForce 621.14 WHQL Driver as Windows 10 Support Continues
Epic Officially Makes Free D&D Game Even Freer This Week
Marvel’s Wolverine Sold 2.4 Million Copies in 50 Days, Sony Says
Digital Foundry Calls The Legend of Zelda: Ocarina of Time Remake One of Nintendo’s Best-Looking Games
Heroes of Might and Magic III Remake Developers Invite Players to Closed Playtest Starting November 18
World of Warcraft: Forever Launches Smoothly Except for Horde PvP Issues
The Elder Scrolls VI Fans Get New Merchandise Instead of Gameplay, Sparking Theories