As you well know, because we have discussed it here several times this week, the legendary Phil Spencer, an employee of Microsoft for 38 years and head of the Xbox division for over a decade, will be leaving his position in a few months. Along with him, Sarah Bond, who was the president of Xbox after Microsoft’s acquisition of Activision Blizzard in 2022, is also leaving. This latest departure seems to have relieved the company’s employees.
According to what we have learned from the specialized press in the U.S., Microsoft’s famous campaign “Esto es una Xbox” (“This Is an Xbox” in English) was not well received by many employees of the company.
Sarah Bond, the scapegoat of Xbox to justify its failures?
This is affirmed by The Verge, which reports that the 2024 advertising campaign not only divided consumers at the time but also “offended many Xbox employees internally.”
Although the details were disclosed, it is said that the initiative was linked to the broader “Xbox everywhere” strategy that was being promoted at that time by the former president of Xbox, Sarah Bond, who resigned from her position last week following the retirement of Microsoft Gaming CEO, Phil Spencer.
The “This Is an Xbox” campaign focused not only on the console but also on other devices. It claimed that tablets, phones, Samsung’s Smart TV, Amazon’s Fire TV Stick, and other devices were also considered “an Xbox.” Basically, it promoted the idea that players would not need to buy an Xbox Series X, an Xbox Series S, or an Xbox One to play their favorite games.
Although this is true in some cases, rumors say that Microsoft was undervaluing its core hardware, especially at a time when the company was promoting the idea of launching Xbox games on other platforms.
The Verge reports that Bond’s connection to last year’s marketing initiatives suggests that the former president was interested in expanding the Xbox brand beyond its console image.
It is also noted that Bond personally announced the Xbox mobile gaming store in July 2024, as a way to boost the multi-device Xbox, and that both former and current Xbox employees describe Bond’s relationship with the rest of the staff negatively.
The new CEO under scrutiny for AI
Following the official announcement of Spencer’s retirement and Bond’s resignation last week, it was confirmed that Asha Sharma, an executive from Microsoft’s CoreAI division, would take on the role of CEO of Xbox Gaming.
In a message shared at that time, Sharma promised “the return of Xbox” and the creation of games “designed by humans.” But we don’t know if it’s a message to calm the spirits or a real promise.
And it is that, despite the comments from the executive director, the original co-founder of Xbox and console designer, Seamus Blackley, believes that Microsoft will eventually abandon its video game business as the company shifts its focus towards artificial intelligence.