Many gamers love the Xbox brand just as it is now, Sarah Bond believes

18.11.2025 Comment Views: 33

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.

Sarah Bond, President of Xbox.

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.

Sarah Bond, President of Xbox.

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

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