Xbox

Phil Spencer: Everyone must understand that Xbox is a gaming brand first and foremost


Phil Spencer, hot off the heels of his appointment as head of the Xbox brand at Microsoft, has some reassuring statements for Xbox fans. He says that he wants the company’s message to be clear on what Xbox is today and that is gaming. Xbox is all about gaming he says:

My goal, first and foremost, is to make sure that everybody understands that Xbox is a gaming brand and it’s going to be gaming first. That’s a leadership principle that I will bring to the program from day one. It’s not that it hasn’t been there in the past, but if you put the studio guy at the head, you kinda know what you’re going to get. We have always been, since the beginning, all about games at Xbox. I want to make sure that shows up not only internally, but also externally

Spencer would go onto say that the company needs to “win” the gamer, kind of a half-admittance that the Xbox One is losing out on core gamers while Sony’s PS4 acquires more hardcore gaming consumers.

We need to win with the gamer. [Titanfall is] another great testament to how great content leads to incredible usage and sales. It’s something I want every person on the program to understand, that we’ll be leading with gaming on Xbox One

Hopefully Spencer delivers on these statements. I’d love to believe him and he does come from a more game development based background than most execs at Microsoft, sort of like how Satoru Iwata wasn’t your traditional pick for company President at Nintendo.

Still, its best to take a wait and see approach with this. If Spencer makes any dramatic changes today we probably won’t see the effects of them until late 2015 or 2016 at the earliest.

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