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'We Are Xbox' — Microsoft Admits Players Are Frustrated and Resets the Brand
INDUSTRY
Issue №047 · April 24, 2026
Industry Shift

'We Are Xbox' — Microsoft Admits Players Are Frustrated and Resets the Brand

Xbox CEO Asha Sharma and CCO Matt Booty dropped an internal memo killing 'Microsoft Gaming' for good and saying the quiet part out loud. Here's the full breakdown of what it means for the platform and its players.

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