"This cannot continue": Xbox leaders lay out "hard truths" behind sagging brand
Just 100 days ago, when new Microsoft Gaming CEO Asha Sharma replaced long-serving executive Phil Spencer, she said she’d work to “understand what makes [Xbox] work and protect it.” Now, Sharma and Xbox Studios chief Matt Booty have laid out the many things that are not working for the Xbox brand in a brutal self-assessment the they say necessitates a wholesale “Xbox reset.”
The message sent to Xbox employees and shared publicly via Xbox Wire last night paints a grim picture for practically every facet of the Xbox division. That portion of Microsoft is currently only seeing a “3% accountability margin” (read: profit margin), down year over year and well below both the game industry average and the lofty 30% margins that Microsoft is reportedly seeking across the board.
It’s an underperformance, they write, born out of being “over extended” by moves like the $69 billion acquisition of Activision...
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